Pepsi is leaving a bad taste in the mouths of many after debuting their new protest-themed commercial starring Kendall Jenner. Critics are calling it a tone deaf attempt to co-opt a movement of political resistance.

The 2 minute long “Live For Now Moments Anthem” ad depicts Jenner posing for a photoshoot in a blonde wig while a diverse crowd of millennials marches through the streets with their fists and cardboard signs in the air.

Jenner ditches the wig, joins the protest and hands a police officer a can of Pepsi. The officer takes a sip and the crowd roars with approval.

β€œLive bolder, live louder, live for now,” the ad concludes.


Pepsi appropriating the resistance and calling on Kendall Jenner – of all people – to do so – is pathetic, to say the least. But at a time where people seem to be ditching soda for just about anything the hell else, desperate attempts are bound to be made. As Travon Free pointed out, this is a perfect example of what happens where there aren’t any people of color sitting in on these lengthy media planning meetings.

At the center of the uproar on social media over Pepsi’s terrible decision making, is the now iconic photo of Ieshia Evans standing face to face with a group of armored officers just before she was arrested for obstructing a highway while protesting in Baton Rouge last year.

The Huffington Post writes:
“The image of Jenner approaching the police line is all too similar to the widely shared photo of Black Lives Matter protester Ieshia Evans in Baton Rogue in 2016, as Elle notes. Unlike Jenner, however, Evans was arrested. If only she had a Pepsi in hand.”

What are your thoughts on Pepsi’s latest marketing tactic? Check out some of what Twitter had to say.

UPDATE: Pepsi has since pulled the ad and issued an apology to Kendall Jenner.

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