Question

Identify a product, service, or cause which has been negatively or positively affected by publicity in recent years. Analyze any responses the company or organization took to deal with the problems or opportunities created by the publicity.

Answer 1

The best example is the product Pepsi and the Ad they did with Kendell Jenner. The intention of the Ad was to Pepsi was trying to promote a global message of unity, peace, and understanding. But the Ad received a very bad publicity as it failed to deliver the message on a very sensitive issue and because the target of internet trolling. The Ad on YouTube got 1.6 million views and the number of downvotes was five times more than the upvotes. The Ad wanted to tell that the inequality should be eradicated and the people should come together for a conversation and they thought that can be done by drinking Pepsi together. This backfired on the company and they quickly realized the consequences of it.

In response, the company pulled the Ad from all the marketing channels immediately and they apologized for the mistake. The company PR said the company did not intend to make light of any serious issue. They also promised that they would make sure that they will be careful in the future with their marketing activities. This is not the first time the company has got into a trouble like this. But this Ad touched a very sensitive issue and they failed to deliver the message in thee right way.