On the afternoon of Monday, April 3rd, 2017, a group of experienced Pepsi executives put the final touches on (what we can only presume) they hoped would be a bold and massively successful ad campaign by leveraging one of the most recognizable faces on the planet. Yet none of them could have predicted that their 150-second ad would miss the mark so terribly, and result in a marketing blunder so severe, that it not only damaged their company’s brand, but also became an industry-wide lesson on what not to do.
The next day, the infamous Kendall Jenner Pepsi-ad was released and all hell broke loose. If you haven’t seen it, here’s the quick recap: Kendall Jenner is glamorously posing for some pictures when she notices a group of protestors march through the street during her shoot. After witnessing the discord between the police and the protestors, she marches into the street, and offers a police officer a can of Pepsi. The officer eventually takes a big gulp, smiles, and a loud cheer emanates from the protestors, providing us, the viewers, with an important lesson about overcoming systemic inequality: arm yourself with a Pepsi and you too can change the world like our hero Kendall.
The backlash to this ad was swift and relentless. Pepsi’s social media channels were flooded with a deluge of disappointment, anger, and ridicule, while the ineptitude of their ad had them trending #1 on those very same sites. Every major media outlet covered Pepsi’s blunder, further magnifying their awful decision. Even Bernice King, noted activist and daughter of Rev. Martin Luther King Jr., commented on the terribleness of the ad.
Although you know what Pepsi did wrong, do you know what Pepsi actually did right?
Clearly, when attempting to engage a diverse and multicultural audience, this outcome is a brand’s worst nightmare (fyi, the phrase ‘any press is good press‘ is an outdated lie). Yet despite all of the (insightful and accurate) criticism Pepsi faced, many people overlooked the astute decision they did make: crafting an external communication that speaks to various cultures.
As straight-up bad as the ad was, casting people of colour and hoping you can create representation that a large cross-section of your non-WASP audience can relate with, is a necessary strategy today (although their depictions were bland and offensive). But, it’s a huge step away from a time, not too long ago, when non-stereotypical representation was almost impossible to find.
In our increasingly diverse society, the idea that your external communications (including marketing and advertising) can flourish while being ‘colour-blind’ to to the diverse society growing around us is a flawed and obsolete communications approach that leaves your entire brand vulnerable.
So how would a ‘Cultural Impact Consultant’ have prevented that irreparable brand damage?
Pepsi’s problem wasn’t the idea of promoting their product to a diverse clientele, it was that whoever was in charge lacked deep knowledge and experience of the various racial, ethnic, and cultural communities to whom they were appealing. Whoever green-lit the ad failed to understand the issues those communities were facing and their accompanying intricate nuances.
What Pepsi needed was:
- a trusted consultant to review and evaluate their communications material in advance, in a completely confidential environment,
- collaboration with that consultant to understand the multiple cultural impacts that messaging could have on their audience and for their brand,
- and leverage the broad ranging experience, academic insight, and cultural discernment to avoid a moment of embarrassment, brand deterioration and negative financial impacts.
Our corporate communications knowledge and our traditional and social media marketing savvy can help you craft the right messaging to create effective external communications for audiences of all cultural identities.
(And just as an FYI, this is the neither the job, nor the strength, of your Diversity and Inclusion staff. DO NOT MAKE THIS MISTAKE.)
Here’s why you NEEDED a ‘Cultural impact Consultant’ YESTERDAY.
While Pepsi’s misstep may be the most infamous in recent memory, these lapses are happening every single day, which means a new brand is suffering irreparable brand damage every single day. Unfortunately, most do not have the size or market share of Pepsi to afford the terrible decision-making process that led to the eventual release of that ad.
Today, there are two truths all brands must accept about engaging with their intended audience:
- You need to communicate regularly, and
- There is little-to-no patience for ignorance.
While there is much to be weary about, it’s incredibly important to understand that genuine cultural appreciation has provided many companies with great communication victories. But, in order for your brand to reap those rewards, you must ensure you have a ‘Cultural Impact Consultant’ to guide you and the brand you’ve worked so hard to build.
If you are interested in booking a session with a ‘Cultural Impact Consultant’, please click HERE.
