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When a Story Backfires

Writer's picture: Kanika TewariKanika Tewari

Updated: Dec 27, 2024

Storytelling is a powerful tool for connecting with audiences and shaping perceptions, but when used irresponsibly, it can backfire spectacularly. One infamous example is Pepsi’s 2017 Kendall Jenner commercial—a narrative that was meant to inspire unity but ended up sparking widespread outrage.


The Story Pepsi Tried to Tell

Pepsi's advertisement featured Kendall Jenner leaving a photoshoot to join a street protest, where she hands a can of Pepsi to a police officer, seemingly resolving tensions between protesters and law enforcement. The narrative aimed to position Pepsi as a unifying force that could bring people together during times of division.

The story was visually polished and backed by a significant marketing budget. However, its reception was anything but positive.

Why the Story Backfired

  1. Tone-Deaf Messaging: The ad trivialized social justice movements by implying that deep-seated societal issues could be resolved with a can of soda. Critics argued that it co-opted the imagery of protests for profit without acknowledging their seriousness.

  2. Lack of Authenticity: The story came across as disingenuous because it lacked a genuine connection to Pepsi's brand or history. It felt like the company was capitalizing on activism without truly understanding or supporting the causes.

  3. Mishandling a Sensitive Context: Social movements like Black Lives Matter were (and are) deeply emotional and politically charged topics. Using such imagery in a commercial context without proper sensitivity was seen as exploitative.


The Fallout

The backlash was immediate and intense. Social media users, activists, and even celebrities criticized the ad for being tone-deaf and out of touch. Within 24 hours, Pepsi pulled the ad and issued a public apology, stating:

“Pepsi was trying to project a global message of unity, peace, and understanding. Clearly, we missed the mark, and we apologize.”

Despite the apology, the damage to Pepsi’s reputation lingered, serving as a cautionary tale for marketers worldwide.


Lessons Learned

  1. Understand Your Audience: Stories that resonate require a deep understanding of the audience's values, struggles, and perspectives. Tone-deaf narratives risk alienating the very people you're trying to connect with.

  2. Avoid Exploitation: Borrowing from sensitive social or cultural contexts demands authenticity and alignment with your brand’s mission. If it feels exploitative, it likely is.

  3. Test Your Story: Before launching a narrative, test it with diverse focus groups to ensure it resonates as intended and avoids unintended harm.

  4. Be Prepared to Respond: Even with the best intentions, stories can fail. Having a crisis communication plan can help minimize the fallout.

A Call for Responsible Storytelling

The Pepsi incident highlights the risks of prioritizing creativity over authenticity in storytelling. While it’s tempting to craft narratives that stand out, businesses must remain grounded in truth and genuine empathy for their audiences.

As storytellers, we hold the power to inspire, unite, and create positive change—but only if we wield that power responsibly.

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