Examining Failures in Social Cause Marketing: Lessons from Pepsi’s Misguided Ad
Social Cause Marketing does not come without any risk. Brand managers must be very careful in trying to ride the cause tide.
In the world of marketing, social cause campaigns have become a popular strategy for brands to connect with their audience and demonstrate their values. However, not all attempts at social cause marketing are successful. One glaring example of a marketing failure in the realm of social causes is Pepsi’s ill-conceived ad featuring Kendall Jenner in support of the Black Lives Matter movement.
The ad, which quickly drew immense backlash, depicted Jenner leaving a photoshoot to join a protest march. However, the protestors in the ad appeared cheerful and excited, undermining the seriousness of the issue they were supposedly addressing. The pivotal moment came when Jenner handed a can of Pepsi to a law enforcement officer, as if a simple sip could solve the deeply rooted problem of racial discrimination. This oversimplification of a complex issue sparked outrage for several reasons.
Firstly, critics argued that the ad belittled the gravity of racial discrimination by presenting it in a light-hearted and frivolous manner. It disregarded the genuine anger, frustration, and oppression experienced by real protestors fighting for justice. Furthermore, the cast of the ad, predominantly white, led to accusations of whitewashing and appropriation of the Black Lives Matter movement. People felt that a crucial movement rooted in the experiences and struggles of the black community was being co-opted by wealthy, influential white figures.
Lastly, the ad was seen as a prime example of prioritizing business over the cause. Many viewed Pepsi’s attempt to associate their brand with the movement as insincere and driven by a desire to boost sales. The shallow solution of offering a can of Pepsi to solve deep-seated social issues was seen as a cynical ploy to capitalize on the popularity of the Black Lives Matter movement without taking meaningful action.
The backlash was swift and severe, prompting Pepsi to quickly remove the ad and issue apologies. Pepsi acknowledged its misjudgment.
“Pepsi was trying to project a global message of unity, peace, and understanding. Clearly, we missed the mark, and we apologize.”
From this failed marketing campaign, several key learnings emerge. Brands must have a deep understanding of their target audience’s sentiments and the stakeholders involved in a cause before attempting to align themselves with it. Gimmicky and shallow associations will be recognized as such and met with criticism. Honesty and genuine commitment to the cause are essential; token gestures and empty symbolism will not resonate with audiences seeking real change.
In the realm of social cause marketing, the Pepsi ad serves as a cautionary tale. It reminds us that the pursuit of profit should never overshadow the importance of understanding, empathy, and meaningful action when engaging with social issues.
