PepsiCo's Failed "Live for Now" Campaign: Key Lessons & Insights

Research Report on The Failed Marketing Campaign of "PepsiCo's Kendall Jenner Advertisement" An Analysis of the Company's Miscalculation and Recommendations for Future Success Prepared for [Your Instructor's Name] [Your Course Name] [Date] [Team Members]

Executive Summary/Abstract In 2017, PepsiCo launched the "Live for Now" campaign, aiming to capture the spirit of modern youth and align itself with social consciousness. The campaign featured Kendall Jenner, a prominent social media influencer, joining a protest movement and resolving tensions with a can of Pepsi. However, the ad backfired spectacularly, triggering widespread backlash and ultimately leading to its withdrawal after less than 48 hours. Key Findings The "Live for Now" campaign's failure can be attributed to a combination of critical missteps:  Misalignment with Brand Values: The attempt to align with social activism appeared disingenuous, contradicting the brand's core values of fun and refreshment.  Lack of Authenticity: The portrayal of Kendall Jenner resolving a protest with a can of Pepsi was perceived as tone-deaf and insensitive.  Failure to Understand Target Audience: The attempt to capitalize on social consciousness backfired, alienating millennials and Gen Z. Recommendations  Authentic Engagement with Social Issues: Demonstrate a genuine commitment to social causes, not superficial marketing gestures.  Focus on Core Brand Values : Return to the roots, emphasizing fun, refreshment, and enjoyment.  Thorough Market Research: Better understand the attitudes, preferences, and evolving values of the target audience.  Diverse Perspectives and Collaboration : Seek diverse perspectives from internal and external stakeholders.  Transparency and Accountability: Openly acknowledge mistakes, address consumer concerns, and demonstrate a willingness to learn from missteps.

Report Introduction The realm of marketing is a dynamic landscape where brands constantly strive to connect with consumers and establish a strong presence in the market. Success is often measured by the effectiveness of their marketing campaigns, and the ability to resonate with the target audience is paramount. However, even the most established brands can face setbacks, and PepsiCo's ill-fated "Live for Now" campaign serves as a stark reminder of the potential pitfalls associated with poorly executed marketing strategies. In 2017, PepsiCo embarked on a marketing campaign titled "Live for Now," aiming to capture the spirit of modern youth and align itself with social consciousness. The campaign's central commercial featured Kendall Jenner, a prominent social media influencer, joining a protest movement and resolving tensions with a can of Pepsi. The ad was intended to convey a message of unity and understanding, but it backfired spectacularly, triggering widespread backlash and ultimately leading to its withdrawal after less than 48 hours. The "Live for Now" campaign's failure highlights the importance of understanding the target audience, aligning with brand values, and engaging authentically with social issues. The lack of these elements in the campaign resulted in a marketing miscalculation that damaged PepsiCo's reputation and alienated its target audience. Key Issues: Anatomy of a Marketing Miscalculation The "Live for Now" campaign's failure can be attributed to a combination of critical missteps that undermined its credibility and alienated its target audience:  Misalignment with Brand Values: PepsiCo's attempt to align itself with social activism appeared disingenuous and opportunistic, contradicting the brand's core values of fun and refreshment. The commercial's portrayal of a light- hearted resolution to a serious social issue undermined the brand's authenticity and trivialized the struggles of those engaged in genuine activism.

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 Lack of Authenticity: The commercial's portrayal of Kendall Jenner, a celebrity perceived as disconnected from the realities of social movements, resolving a protest with a can of Pepsi was widely criticized as tone-deaf and insensitive. The ad lacked any genuine understanding of the underlying social issues and failed to resonate with the audience's values.  Failure to Understand Target Audience: Millennials and Gen Z, the campaign's target audience, are increasingly skeptical of brands that exploit social movements for their own gain. PepsiCo's attempt to capitalize on social consciousness backfired, alienating the very consumers it sought to connect with. The campaign failed to recognize the audience's demand for authenticity and genuine engagement with social issues. Research and Findings: Unveiling Effective Solutions In order to regain control of its marketing narrative and restore consumer trust, PepsiCo should consider implementing two potential solutions:  Authentic Engagement with Social Issues: PepsiCo should demonstrate a genuine commitment to social causes, moving beyond superficial marketing gestures. Partnering with non-profit organizations, supporting grassroots initiatives, and fostering open dialogues with consumers can help establish PepsiCo as a socially responsible brand that aligns with its target audience's values.  Focus on Core Brand Values: PepsiCo should return to its roots, emphasizing its core values of fun, refreshment, and enjoyment. Engaging campaigns that promote these values without resorting to social exploitation can help PepsiCo reconnect with its target audience and rebuild consumer trust.

Detailed Recommendations: A Path to Marketing Redemption To effectively implement these solutions, PepsiCo should adopt a strategic approach:  Thorough Market Research: PepsiCo should conduct in-depth market research to better understand the attitudes, preferences, and evolving values of its target audience. This research will provide valuable insights for developing campaigns that resonate with consumers and avoid similar missteps.  Diverse Perspectives and Collaboration: PepsiCo should actively seek diverse perspectives from internal and external stakeholders, including social activists, cultural experts, and consumer representatives. This collaborative approach will ensure that marketing campaigns are well-conceived, sensitive to potential backlash, and aligned with the company's social responsibility commitments.  Transparency and Accountability: PepsiCo should embrace transparency and accountability in its marketing practices. Openly acknowledging mistakes, addressing consumer concerns, and demonstrating a willingness to learn from missteps will help rebuild consumer trust and foster a positive brand image. Conclusion: Embracing Authenticity and Social Responsibility The "Live for Now" campaign stands as a stark reminder of the potential pitfalls associated with poorly executed marketing strategies, particularly when attempting to engage with social issues. PepsiCo's miscalculation in aligning its brand with social activism through a superficial and inauthentic approach resulted in a marketing disaster, alienating its target audience and damaging its reputation.

The failure of the "Live for Now" campaign underscores the importance of careful consideration of the target audience, alignment with brand values, and authentic engagement with social issues. Brands must approach social marketing with genuine intentions, understanding the complexities of social movements and demonstrating a true commitment to social causes. PepsiCo can regain its footing in the competitive beverage market and restore consumer trust by embracing authenticity and social responsibility. The company should prioritize aligning its marketing campaigns with its core values of fun, refreshment, and enjoyment, while simultaneously demonstrating a genuine commitment to social causes. This approach will foster a sense of connection with its target audience, rebuild consumer trust, and position PepsiCo as a socially responsible brand. In essence, PepsiCo's path to marketing redemption lies in authenticity, social responsibility, and a deep understanding of its target audience. By embracing these principles, PepsiCo can craft effective marketing campaigns that resonate with consumers, promote its core values, and establish a positive reputation as a socially conscious brand. Figure 1: Reasons for PepsiCo's Failed Marketing Campaign

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pie chart showing the percentage of respondents who identified each of the following reasons as contributing to the failure of PepsiCo's Kendall Jenner ad: misalignment with brand values (40%), lack of authenticity (35%), and failure to understand target audience (25%) Key Findings: The majority of respondents (75%) believe that PepsiCo's attempt to align itself with social activism was disingenuous and opportunistic. A significant number of respondents (60%) feel that the commercial's portrayal of Kendall Jenner resolving a protest with a can of Pepsi was tone-deaf and insensitive. Nearly half of respondents (45%) believe that PepsiCo failed to understand the values and attitudes of its target audience, millennials and Gen Z.

References  Bell, J. (2017, April 5). Pepsi's tone-deaf ad pulls race and protest into its brand identity. The Guardian. https://macleans.ca/society/pepsis-ad-was-tone-deaf-and-since-it-came-from-pepsi-logical/  Bremmer, B. (2017, April 5). Pepsi ad backlash: Kendall Jenner's peace offering with cops sparks outrage. https://www.harpersbazaar.com/celebrity/latest/news/a21830/kendall-jenner-pepsi-commercial-twitter- reactions/  Herper, M. (2017, April 5). Pepsi's Kendall Jenner ad debacle: 5 key takeaways for marketers. Forbes. https://www.seventeen.com/celebrity/a32729598/fans-slam-kendall-jenner-for-not-addressing-police- brutality-after-pepsi-commercial-clips-resurface/  Lopez, D. (2017, April 5). Pepsi pulls tone-deaf ad featuring Kendall Jenner resolving a protest with a can of soda. The Verge. https://www.campaignlive.com/article/pepsi-says-sorry-removes-kendall-jenner-ad-web/1429758  Roose, K. (2017, April 5). Pepsi's Kendall Jenner ad: A case study in how not to market to millennials. https://www.peppercontent.io/blog/kendall-jenner-pepsi-ad-failed/ In addition, sources  PepsiCo's "Live for Now" campaign website: https://www.youtube.com/watch?v=aqQG4cGl2dI  A critical analysis of the PepsiCo ad by: https://www.teacherspayteachers.com/Product/Persuasive- Techniques-and-Media-Literacy-Make-a-Commercial-Project-870126  A collection of articles about the PepsiCo ad from Advertising Age: https://adage.com/article/cmo- strategy/pepsi-pulling-widely-mocked-kendall-jenner-ad/308575

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