RSS

Tag Archives: pepsi

Bad week for United, Pepsi and Spicer. Good week for apologies.

A week like no other, when an airline, a fizzy drink and the White House faced the wrath of citizens.

Here are the three apologies.

The Pepsi Apology

“Pepsi was trying to project a global message of unity, peace and understanding. Clearly we missed the mark, and we apologize…we did not intend to make light of any serious issue. We are removing the content and halting any further rollout. We also apologize for putting Kendall Jenner in this position.”

 

The United Airlines Apology

“The truly horrific event that occurred on this flight has elicited many responses from all of us: outrage, anger, disappointment. I share all of those sentiments, and one above all: my deepest apologies for what happened. Like you, I continue to be disturbed by what happened on this flight and I deeply apologize to the customer forcibly removed and to all the customers aboard. No one should ever be mistreated this way.”  Oscar Munoz, CEO   Read the full statement here.

The Sean Spicer Apology

“In no way was I trying to lessen the horrendous nature of the Holocaust….I was trying to draw a distinction of the tactic of using airplanes to drop chemical weapons on population centers. Any attack on innocent people is reprehensible and inexcusable.”

Advertisements
 
1 Comment

Posted by on April 15, 2017 in Public Relations

 

Tags: , , ,

Pepsi lesson: Our B.S. detectors still work

Brand storytelling can be too fixated on featuring celebrities, weaving them in for name recognition, rather than for something they represent.

So why did Pepsi take this latest tack with Kendall Jenner? After all it had decades of insight, having used people from Michael J Fox to Michael Jackson. (Remember this one, in which Michael J Fox braves traffic, and rain?)

Inserting Jenner into a protest movement means nothing to Millenials. Unless Pepsi assumed they would fall for the fake anti-establishment story line. (Throwing in a head scarfed photo-journalist into the mix.) Or they thought most young people would like to see a can of soda solve a street crisis. Maybe they were trying to borrow from the iconic image of that calm activist in Baton Rouge who walked up to armed police.

It reminds me of the cringe-worthy tweet by Kenneth Cole in 2011, trying to hijack the Arab Spring revolution in Egypt with a brand message about its spring collection.

Writer Eric Thomas called out the lame Pepsi ad as “the holy grail of offensive media.” He dissected, frame by frame, what Pepsi got so wrong. He noted that as storytellers, we owe it to ourselves to “fight for more understanding” –and by this he means coming up with course corrections for other storytellers. “Millennials have hyper-advanced B.S. detectors,” warns Thomas.

To me there was positive that emerged out of this brand story. The hoi polloi detected the B.S. and told Pepsi in no uncertain terms.

 

Tags: , , , , , ,