Using cultural leadership advert for the good of all…
For many years, iconic brands have taken leadership positions in being part of the discourse on political, social and economic issues in their environment through their communication campaigns. At different times, we have seen various campaigns lending a voice to social ills and topical issues. One of such that brings back fond memories is a TV commercial shot in the 80s by Coca-Cola called “Tomorrow’s People”, a global campaign which involved kids and teenagers from different countries to deliver a “message of hope” to the world. It was at a time when such a message resonated and inspired hope to the world. Such campaigns are emotionally engaging and does not focus on selling more of the products of the company, but more about lending their voice to a social cause with a message.
This position was recently put to test with the new global advert launched by Pepsi in the US using popular model, Kendall Jenner as the lead. It is supposed to be the “talk about” campaign due to the profile of the lead act and the storyline centred on the very sensitive “black lives matter” movement. Unfortunately, the result they got is far from what was anticipated. The campaign has been faced with an unprecedented backlash at home and abroad, owing to what consumers perceive as the brand’s attempt to profit from a social issue and making light of issues of racial tension that has cost some people their lives. It was said to be insensitive and disconnected to its consumers. Despite the company’s attempt to educate and explain their motives of driving harmony and togetherness, the backlash did not abate and the company has had to pull down the advert within 24 hours of its release!
It is assumed that a company of the stature of Pepsi would have done the necessary consumer tests to check for perception and acceptability of the campaign; what could have gone wrong with the execution? What could Pepsi have done differently? From my perspective, there are some lessons we can take out of this occurrence:
1. The choice of the lead act: Though traditionally Pepsi had always used celebrities in their campaigns; however, the choice of a Caucasian and Kendall particularly should have been carefully thought through. The protest being depicted is one which was spearheaded by people of colour in the US and possibly, a coloured person should have played the mediator role. Using a Caucasian was perceived as a taunt and a slap on the faces of the coloured people. More particularly beyond colour, is the fact that Kendall represents what a lot of Americans see but cannot relate to – affluence and extravagance. Lesson: Getting the story right is not enough, the appeal of your model/acts is very important.
2. Millenials can be complicated: The target of the campaign are the millenials and this group is the most studied and analysed due to their uniqueness and personality type. While the likelihood of millenials associating with brands that support their causes are high; at the same time, they are a group of people who do not want to be taken for granted. It appeared that too much effort was being made in reinforcing the brand and the response was swift – with millenials being the drivers of the digital age it took only twitter to bring the campaign to a halt! Lesson: Know your consumers & appeal to their sensitivity.
3. Take your space & own it: The “black lives matter” movement has gathered so much support and disdain since it was initiated; depending on which side you belong to. There is no common ground where this issue is concerned; for any brand to break through the division that exists and build a story of unity, diversity and togetherness cannot be a “walk in the park”. Pepsi has previously not taken a stand in this space and as such not seen as credible to appropriate it to themselves in an advert; it appeared profiting where you haven’t invested. Lesson: Have a position and own it
Taking a stand on social issues is allowed, however it should be seen for the good of all, not for commercialization purposes!
Bolajoko Bayo-Ajayi