In April 2017, US-based multinational food and beverage company PepsiCo. Inc. (PepsiCo) launched a campaign titled ‘Live for Now - Moments’ in an attempt to portray its carbonated soft drink Pepsi as a millennial friendly brand. The protest themed advertisement with 21-year-old super model Kendall Jenner (Jenner) in it, however, faced a backlash, with several people criticizing it for its insensitive approach and for the improper execution of the message in the campaign. In the ad, Jenner was shown participating in a photo shoot and then joining up with protestors and approaching a cop with a can of Pepsi.

Critics took to social media to bash the ad as a sleazy attempt to co-opt political activism just to increase sales. Many Twitter users also criticized the ad for being tone deaf, saying it trivialized real-life protests where several people lost their lives. The ad was also roasted badly for showing Pepsi as a solution to any major social or political issue. A user posted, “So we should just give Putin & Assad & Trump a can of Pepsi & everything will be fine?” Another posted, “Shame on you @pepsi for such a tasteless ad.” Pepsi was also slammed for casting Jenner, who was considered a misfit in an ad primarily portraying a protest similar to the Black Lives Matter (BLM) movement ....

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