B11- Avoiding Social Media Pitfalls

        One of the most notable examples of a social media crisis and its subsequent damage control is the 2017 Pepsi advertisement controversy involving Kendall Jenner. The ad depicted Jenner leaving a modeling shoot to join a protest, eventually handing a can of Pepsi to a police officer as a gesture of peace. Almost immediately after its release, the ad faced widespread backlash on social media for trivializing and co-opting serious social justice movements, particularly the Black Lives Matter movement. Critics argued that the ad presented a dangerously oversimplified view of protest culture and suggested that issues like police brutality could be resolved with a soft drink. The response on platforms like Twitter and Instagram was swift and intense, with many users calling for boycotts and accusing Pepsi of being tone-deaf and opportunistic. Memes, parodies, and critical commentaries flooded the internet, severely damaging the brand’s reputation.

        Pepsi initially tried to defend the advertisement, but within 24 hours of the backlash, the company pulled the ad and issued a public apology. In their statement, Pepsi acknowledged that they “missed the mark” and expressed regret for putting Kendall Jenner in such a controversial position. This rapid response was an important aspect of their damage control, as it showed the company was listening to public feedback and willing to take accountability. They also refrained from trying to justify the ad, instead focusing on expressing remorse and moving forward. Despite this, it took time for the brand to rebuild trust with many consumers, and Jenner herself faced personal backlash, later expressing regret over her involvement in the campaign.

        Pepsi’s response is a case study in both crisis creation and crisis management. The speed of their reaction was commendable, but it also highlighted the importance of internal checks before content is published. The ad presumably passed through several layers of approval, indicating a lack of diverse perspectives in the decision-making process. In the aftermath, brands across industries began to pay closer attention to the cultural and social implications of their advertising. Many companies learned from Pepsi’s mistake that being socially relevant requires more than aesthetic alignment—it requires genuine understanding and respect for the issues being addressed.

This incident also shows how social media has changed the landscape of brand communication. What might have once been a minor PR hiccup turned into a global controversy within hours. The viral nature of social media means that companies must act quickly and authentically in the face of criticism. Damage control today involves not just issuing a press release, but also engaging in real-time dialogue with the public, showing empathy, and demonstrating a willingness to learn. For Pepsi, while the ad was a misstep, the swift removal and public apology were steps in the right direction that helped them begin to recover from the crisis. The lesson for others is clear: in the digital age, social awareness and sensitivity are not optional—they are essential.