"When Pepsi released its 2017 ad featuring Kendall Jenner handing a can of soda to a police officer during a protest, the backlash was immediate and brutal. The ad was meant to convey unity and peace, but it came off as tone-deaf since it seemed to trivialize serious social justice movements like Black Lives Matter, according to .The fact that Kendall Jenner, one of the Kardashians, starred in the ad simply added fuel to the fire."
"After more than a century of selling razors under the slogan "The Best a Man Can Get," Gillette flipped the script in 2019, and the internet erupted. Its new campaign, "We Believe: The Best Men Can Be," was supposed to promote more positive male traits. This change would not have been too drastic, but the ad that followed the campaign, which condemned behaviors related to "toxic masculinity," rubbed the company's loyal customers the wrong way."
High-profile advertising campaigns can generate cultural conversation or ignite fierce backlash. Pepsi's 2017 commercial featuring Kendall Jenner was perceived as trivializing serious social justice movements and was pulled within 24 hours after widespread outrage. Prominent figures and activists publicly condemned the campaign for co-opting protest imagery. Gillette's 2019 campaign shifted its long-standing slogan to address toxic masculinity and prompted polarized reactions, with many customers feeling attacked. Social media amplification and celebrity criticism turned both campaigns into PR crises that required apologies and highlighted the reputational risks of tone-deaf marketing.
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