Messaging is a highly nuanced process that is made more complex with a culturally and demographically diverse target audience. Even companies on the Fortune 500 list make mistakes aligning their message with a defined target audience.
In 2017, Pepsi released a two-minute commercial with a multimillion dollar production value that featured Kendall Jenner, one of the stars of the E! reality TV program Keeping Up with the Kardashians. The ad was slated to be a huge promotional moment for Pepsi. However, the commercial elicited a flurry of criticism from members of its target audience and public influencers.
Watch the video by following this link: Kendall Jenner Stars in Heavily Criticized Pepsi Ad (2:39).
For this discussion, imagine you’re a crisis management employee in Pepsi’s marketing department assigned to a special projects team. Your task is to determine what went wrong in the creation of the “Live for Now” advertisement.
For your initial post, respond to the following questions:
For your two response posts, read the first posts of two of your classmates. Then, based on their analysis of the “Live for Now” ad, respond to the following questions: