What Went Wrong: Co-opting Serious Cultural Movements

In 2017, Pepsi released an advertisement featuring model Kendall Jenner stepping away from a photo shoot to join a generic, sign-waving protest. The climax of the commercial showed Jenner resolving the tension between protesters and riot police by handing an officer a cold can of Pepsi.

The backlash was immediate and severe. Consumers viewed the creative strategy as a shallow, tone-deaf attempt to profit from real-world civil rights movements. Pepsi pulled the ad within 48 hours, suffering significant damage to its brand reputation and consumer trust. When creative strategy co-opts serious social issues without genuine alignment, it creates immediate cynicism.

What Went Right: Lean Into the Nuance of Pop Culture

Two years later, Pepsi flipped a long-standing industry punchline into its greatest marketing asset. Instead of running from the reality that servers in restaurants frequently ask, "Is Pepsi OK?" when customers order Coke, Pepsi launched a Super Bowl campaign leaning directly into the phrase. Featuring Steve Carell, Cardi B, and Lil Jon, the ad reframed "OK" as enthusiastic, confident, and iconic.

The Turnaround Loop: From Objection to Brand Asset

1. Identify the Core Consumer Reality: Acknowledge the common restaurant interaction where Pepsi is offered as a secondary choice.

2. Reframe with Self-Aware Humor: Transform a minor brand objection into a playful, high-energy cultural moment.

3. Execute with High-Impact Personalities: Pair relatable comedic talent with iconic musical artists to anchor the message.

The campaign dominated Super Bowl advertising conversations, erased the lingering public cynicism from the 2017 misstep, and proved that leaning into authentic consumer truths builds far stronger brand equity than forced social commentary.

Strategic Analysis

Authenticity Cannot Be Simulated

Creative campaigns that attempt to leverage social justice movements must reflect genuine corporate values and sustained commitments, not just high-production visuals.

Consumer Truths Win

Finding a relatable, everyday customer experience, even a minor objection, and elevating it with humor creates immediate brand affinity and long-term memorable positioning.