Image courtesy of New York Daily News
In our next series, coined “What Went Wrong,” I’ll be discussing recent controversial marketing campaigns and providing an analysis of why I feel they may have failed.
My goal of this series is to share my analysis of a campaign so that you can see that even the ‘larger’ brands don’t always get it right and also to give you an opportunity to learn from these mistakes and avoid them when it comes to marketing your business.
This week, we’ll look at Pepsi’s Live for Now advertisement featuring Kendall Jenner.
If you haven’t yet seen the “canned” commercial, click here to watch it.
Here are my reasons for why this campaign may have failed to resonate with consumers:
Issue One: Wrong message at the wrong time
It’s no secret that the U.S. is currently in a hyper-politicized state. The intended aim of this campaign was to provide commentary on the current social and political injustices in the country. How Pepsi chose to do this though, in regards to their solution to these injustices, is what led to public outcry.
Shots from the advertisement appear to mimic Black Lives Matter protests in the United States, with a particularly well-known image of protestor Iesha Evans facing two police officers in Baton Rouge. When Kendall Jenner simply hands a Pepsi to one of the police officers, the outcome is joy and applause; if only solving racial injustices was that easy.
Advertisements that choose to make a commentary on societal issues must address them with empathy and sincerity, or risk coming across as tone-deaf, or worse, exploitative.
Tip #1: Be mindful and cautious of the stances you take on politically charged issues, even if your heart is in the right place.
Issue Two: Utilizing controversial celebrities
Celebrity endorsement is nothing new when it comes to selling products or services, especially for big brands. But selecting Kendall Jenner to be the new face of Pepsi proved to not be so wise. While Kendall Jenner has achieved tremendous success in her career, she has also received criticism in the past for appropriating black culture and for copyright infringement.
Businesses must be extremely careful that the public figures that represent their brand have not been involved past controversies. These past missteps should have been taken into account, especially in an advertisement that seemed to mimic Black Lives Matter protests.
Tip #2: Similar to celebrity endorsement for large brands, you may want to choose influencer marketing as a marketing technique. Before selecting an influencer, ensure the influencer you choose aligns with your values and is free from controversy that may tarnish your brand.
Issue Three: Not learning from past mistakes
In 2013, Pepsi-owned Mountain Dew released an advertisement featuring an injured woman on crutches identifying a criminal from a police lineup of 5 African-American men. The ad was immediately criticized as insensitive towards the serious issues of violence against women and systemic racism in the criminal justice system. It’s crucial that businesses understand feedback and criticism and ensure that past mistakes are not repeated.
Tip #3: It’s always important to publicly address negative criticism in the online world. If your business has received a negative comment or review on a social platform or search engine, take some time to respond to the unhappy consumer by addressing their concern and providing any assistance in resolving the manner. That is, of course, if the comment does not contain obscene wording or profanity, in which case deleting the comment would suffice.
As a small business, it’s important that your marketing is executed in a strategic manner. As we’ve seen with this controversial story, one wrong move could lead to the demise of your business. Contact the professionals at CreativeWorks Marketing today for assistance with your marketing campaigns!