Pepsi's "Live for Now" Campaign: A Case Study on Marketing Mistakes

Picture yourself as the marketing director of a major brand. One morning, you wake up to a social media firestorm. A campaign you launched, designed to resonate with socially conscious millennial's, has instead sparked immense backlash for insensitivity. This was precisely the situation Pepsi found themselves in after releasing their infamous "Live For Now" ad in 2017.

Background: The "Live For Now" Campaign

In an attempt to connect with a younger audience, Pepsi launched an ad featuring model Kendall Jenner. The ad depicted Jenner leaving a modeling shoot to join a street protest, culminating with her offering a police officer a can of Pepsi, seemingly bringing peace and harmony. It intended to capture the spirit of the contemporary generation rallying for change.

What Went Wrong with Pepsi's Ad?

The ad, part of "Live for Now" campaign, was heavily criticized for trivializing important social justice movements and using serious political unrest to sell a product. Critics noted that it seemed to borrow imagery from Black Lives Matter protests, creating a backlash from audiences who felt that it exploited the movement's struggle to make a brand statement.

Lessons from Pepsi's Campaign Fiasco

• Understand the Context: While Pepsi intended to convey a global message of unity, peace, and understanding, the execution was tone-deaf. Marketers must thoroughly understand the societal context and implications of their messaging.
• Involve Diverse Perspectives: The ad's misinterpretation may have been avoided by involving a more diverse mix of perspectives in the planning and execution stages.
• Swift Damage Control: Pepsi pulled the ad within 24 hours and issued an apology. Quick response to negative feedback can help mitigate damage, but it cannot erase the memory from public mind.
• Don't Capitalize on Social Issues: Using serious societal issues as props for selling a product can often backfire, coming across as insensitive and exploitative.

Rebuilding After the Campaign

After the fiasco, PepsiCo vowed to ensure an event like this would not happen again. The brand threw its energy into other campaigns, leveraging nostalgia and proven strategies instead of trying to tap into social issues. They went back to celebrating the product and kept social commentary out of their advertising.

Conclusion

The "Live For Now" campaign serves as a cautionary tale for marketers. It's important to keep a finger on the pulse of societal emotions and approach sensitive topics with great care. Always remember - the purpose of an advertisement is to promote a product or service, not to comment on societal issues or movements unless the brand genuinely contributes to the cause.