"The rivalry between Pepsi and Coca-Cola is maybe the most famous in all of food, and while taste certainly plays a role, it has often been a rivalry about branding. With both colas dating back to the 19th century, they should both be considered essential aspects of Americana, but Pepsi has always felt like Coke's little brother. And Pepsi has leaned into its rivalry with Coke by trying to put that youthful image at the forefront."
"The commercial was released in 2017 in the wake of the Black Lives Matter protests, and attempted to capture the activist spirit of the moment, but it was both poorly executed and almost certainly a bad idea on its face. The spot shows Jenner taking part in a photo shoot as a diverse array of young people gather in the street, protesting. Jenner jumps up and joins the protests, ripping off a wig and wiping away makeup in the process."
Pepsi positioned itself as a youthful alternative to Coca-Cola through decades of youth-focused marketing. The brand released a 2017 commercial featuring Kendall Jenner that portrayed a diverse group of young protesters. The ad depicted Jenner leaving a photo shoot, joining the protest, and offering a can of Pepsi to a police officer as a symbol of unity. The spot aimed for an activist tone in the wake of Black Lives Matter protests but was widely seen as poorly executed, tone-deaf, and opportunistic. Protest signs in the ad read generic messages like "love" and "join the conversation," and Pepsi was accused of appropriating the movement.
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