Just yesterday we called for a boycott of Pepsi over an advertisement that it released supposedly trying to promote peace and unity. It wasn’t just us upset though and the backlash was huge.

Like any corporation would, the advert has been axed and a public apology has been issued.

The company wrote:

“Pepsi was trying to project a global a message of unity, peace and understanding.

“Clearly, we missed the mark, and we apologise. We did not intend to make light of any serious issue.

“We are pulling the content and halting any further rollout. We also apologise for putting Kendall Jenner in this position.”

So that is that, right?

Errrr…. No, I don’t think so.

The advertisement portrayed a fun protest, relaxed policemen and people of all races, religions and genders coming together to protest what seems to be absolutely nothing. Then to add insult Kendall Jenner grabs a Pepsi, hands it to a police officer and is photographed doing so, seemingly paying “homage” to the famous Baton Rogue image of Ieshia Evans defiantly standing in front of riot police.

This idea / script / production went through multiple departments, it went through legal, it went through budgeting and possibly even through some market perception testing. The company didn’t just have the idea one morning and throw it up on YouTube in the afternoon.

Jenner agreed to it, she saw the script and she did the shoot.

Now, in my opinion, if a company and a star it chooses to represent have absolutely no idea about a large portion of it’s customers and how they may feel about certain subjects then it’s beyond clear that they really don’t give a crap.

Let’s be very clear, Pepsi pulled the ad because of the backlash, they issued an apology because of a backlash, not because they realised a mistake but because it was a dent on their public image.

So, shouldn’t we still boycott? Surely we should all be supporting local business anyway.

Here is the full advertisement: