PR Time Machine: The Pepsi Ad That United Everyone — Against Pepsi

Our time machine lands in April 2017, when Pepsi dropped a two-and-a-half-minute commercial starring Kendall Jenner. The ad depicted Jenner leaving a fashion shoot to join a vague protest, eventually offering a can of Pepsi to a police officer — a gesture that magically resolved the tension between demonstrators and law enforcement.

Intended as a message of unity, the ad was almost instantly rejected by viewers as a trivialization of serious social justice movements, especially Black Lives Matter. The backlash was swift, and the damage to Pepsi’s reputation was immediate.

Social Media Rejection and Widespread Criticism

The ad went viral for all the wrong reasons. Social media users called it out as offensive and tone-deaf, accusing Pepsi of co-opting protest imagery for commercial gain. The comparison to real-life protests made the brand look out of touch and opportunistic.

Critics noted how the ad suggested that a can of soda could resolve systemic issues, undermining the real stakes behind actual protests. Public figures, media outlets, and activists condemned the campaign. Bernice King, daughter of Dr. Martin Luther King Jr., tweeted: “If only Daddy would have known about the power of Pepsi.”

The Fallout

Less than 48 hours after the ad’s release, Pepsi pulled it and issued an apology. The company said it had “missed the mark” and apologized both to the public and to Kendall Jenner, who also came under fire for her role in the commercial.

While the ad didn’t cause a financial collapse like other PR crises, the reputational damage was significant. It sparked deep discussions around corporate activism, tone, and the risks of brands inserting themselves into sensitive cultural conversations without proper context or understanding.

The Recovery

Pepsi went quiet for a while after the incident. There was no defensive press tour or spin campaign. Instead, the company regrouped and focused on safer, more conventional marketing in the months that followed.

For Kendall Jenner, the recovery was slower. She remained largely silent on the issue for some time before addressing it in a later season of Keeping Up with the Kardashians, expressing embarrassment and regret.

Lessons Learned

The Pepsi ad backlash remains a cautionary tale for how not to engage with social issues in marketing. The most obvious lesson: authenticity matters. Brands can’t parachute into emotionally charged territory, use protest imagery as a prop, and expect praise for being “in touch.” The audience is quick to sense when something feels performative or opportunistic — and they’ll call it out.

Creative work needs friction. One of the biggest red flags in post-mortem coverage was that the ad was developed in-house with minimal external pushback. Great ideas rarely come from echo chambers. Especially when addressing sensitive themes, it’s critical to test messaging with people outside the brand bubble.

There’s also a lesson in crisis response. While Pepsi acted quickly in pulling the ad, its apology lacked depth. “We missed the mark” doesn’t explain how or why, and it didn’t lay out steps the company would take to do better. In today’s environment, audiences expect accountability, not just cleanup. A more transparent acknowledgment of what went wrong — and a commitment to structural changes — could have softened the damage.

Finally, this moment highlighted a broader truth: brands don’t need to weigh in on every cultural issue. When the connection between brand and message feels forced, the risk of backlash often outweighs the reward. Aligning with social movements is a serious responsibility, not a trend to capitalize on.

Back to the Present

As we return from 2017, Pepsi’s misstep serves as a cautionary tale for brands trying to tap into cultural moments. Good intentions aren’t enough. Execution, context, and humility matter — especially when the stakes are high and the audience is watching.

Join us next time as we continue our exploration of PR’s past, present, and future in our ongoing “PR Time Machine” series. Together, we’ll uncover more lessons and insights that can help PR practitioners navigate the complex landscape of modern public relations.