Title: Analytical Essay on Black Lives Matter Movement: Analysis of Pepsi’s 2017 Advertising Campaign
Introduction
The Black Lives Matter (BLM) movement, born out of the need for racial justice and equality, has significantly shaped the discourse around civil rights in the United States. It has become a prominent force in advocating for the rights and recognition of African Americans. In 2017, Pepsi, one of the world’s leading beverage companies, launched an advertising campaign that attempted to tap into the social and political zeitgeist, making a statement on unity and understanding. However, the campaign was met with widespread criticism and backlash for its perceived trivialization of the BLM movement. This essay aims to analyze the 2017 Pepsi advertising campaign, exploring its intentions, impact, and implications within the context of the Black Lives Matter movement.
I. Background of the Black Lives Matter Movement
The Black Lives Matter movement emerged in 2013 after the acquittal of Trayvon Martin’s killer and has since grown into a global phenomenon. Founded by Alicia Garza, Patrisse Cullors, and Opal Tometi, BLM seeks to address systemic racism, police brutality, and social injustice faced by Black individuals in America. It has staged protests, initiated conversations about racial inequality, and become a powerful voice for social change.
II. Pepsi’s 2017 Advertising Campaign
In April 2017, Pepsi released a short commercial featuring Kendall Jenner, a well-known model and television personality. The ad portrayed a peaceful protest, with Jenner leaving a photo shoot to join a diverse group of protesters. She eventually approaches a line of stoic police officers, offering a Pepsi to one of them, which leads to cheers and smiles from the officers and the crowd. The tagline of the ad was “Live for Now,” implying that Pepsi was promoting unity, peace, and understanding during a time of social unrest.
III. Intention of the Pepsi Campaign
Pepsi’s 2017 campaign was an attempt to connect with consumers on a deeper, more emotional level by aligning the brand with social and political issues. The company aimed to tap into the sentiment of unity, and the ad was intended to show that Pepsi was more than just a beverage; it was a symbol of harmony and understanding. In the eyes of Pepsi, the campaign aimed to promote peace, unity, and the idea that a can of soda could bridge social divisions.
IV. Immediate and Widespread Backlash
Pepsi’s advertising campaign faced immediate and widespread backlash from the moment it was released. Critics argued that it was tone-deaf, offensive, and trivialized the Black Lives Matter movement. The primary reasons for the backlash included:
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Commercialization of Activism: Many believed that the ad exploited social and political movements for commercial gain. It appeared to reduce the profound issues of racial injustice and police brutality to a mere marketing opportunity, with Pepsi at the center.
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White Savior Complex: The ad depicted Kendall Jenner, a white celebrity, as the savior who could bring about peace with a can of soda, reinforcing the problematic notion of a “white savior” and sidelining the real issues that the BLM movement was fighting for.
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Simplification of Complex Issues: By depicting a harmonious resolution to a protest, the ad oversimplified the complexities of systemic racism and police violence, dismissing the very real grievances faced by marginalized communities.
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Insensitivity: The timing of the campaign’s release, amidst real protests and movements, was seen as deeply insensitive. It downplayed the urgency and seriousness of the issues at hand.
V. Social Media Outcry
Social media played a crucial role in amplifying the backlash against Pepsi’s campaign. The ad quickly went viral, but not in the way the company had hoped. It became the subject of countless memes, parodies, and critical discussions across various social media platforms. The backlash was so intense that Pepsi eventually pulled the ad and issued an apology.
VI. Implications for Brands and Activism
Pepsi’s 2017 advertising campaign serves as a cautionary tale for brands attempting to engage with social and political issues. It highlights the importance of being genuine, respectful, and well-informed when associating a brand with activism. Brands should consider the following implications:
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Authenticity: Authenticity is paramount when engaging with social issues. Brands should align their values and actions consistently with the cause they support, and their involvement should be meaningful.
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Research and Sensitivity: Brands must conduct in-depth research and be sensitive to the cultural and social contexts surrounding an issue. A lack of understanding can lead to disastrous consequences.
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Diverse Perspectives: It is essential to include diverse perspectives in the decision-making process. Pepsi’s campaign might have benefited from input from individuals who could have recognized its potential pitfalls.
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Timing: The timing of an ad campaign is critical. Attempting to capitalize on a social or political movement without acknowledging the seriousness of the issue can lead to backlash.
VII. Conclusion
The 2017 Pepsi advertising campaign serves as a significant case study on the intersection of brands and activism. It demonstrated the potential dangers of commodifying social and political movements, especially those as significant as the Black Lives Matter movement. Pepsi’s misstep sparked a necessary conversation about the role of corporations in social change, authenticity in advertising, and the importance of understanding and respecting the struggles of marginalized communities.
In retrospect, the campaign was a missed opportunity for Pepsi to contribute positively to the discourse around racial equality and justice. Instead, it became a stark example of how not to approach such issues in advertising. Brands can learn from this episode by recognizing the need for genuine engagement, careful research, sensitivity, and authenticity when seeking to align themselves with social and political causes.
The Black Lives Matter movement continues to push for racial justice, and it remains a crucial force for change. It is essential for brands and corporations to actively support such movements in ways that are meaningful, respectful, and sensitive to the realities faced by marginalized communities. In doing so, they can play a positive role in advancing social justice rather than inadvertently trivializing it.
