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Kendall Jenner Pepsi Commercial

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Whenever I think of some of the worst PR campaigns in recent years, the one that almost immediately comes to mind is Pepsi’s 2017 commercial featuring Kendall Jenner. The ad, which can be seen below, received almost universal backlash, with Pepsi eventually pulling it completely from their own social media pages.             This commercial demonstrates the delicate nature of brands’ attempts to latch onto new trends and social movements, particularly when it relates to social justice. Many people pointed out parallels between the ad and Taking a Stand in Baton Rouge , a photograph that went viral in 2016. The photo depicts Iesha Evans, a 28-year-old black nurse, being arrested by police officers in riot gear during a Black Lives Matter protest in Baton Rouge, Louisiana.             Theoretically, creating parallels between a brand and a viral photo has the potential ...
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Blizzard: An Example of a PR Breakdown

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             Their contentious stance on the Hong Kong issue has sparked accusations from human rights organizations of being anti-free speech. But what is Blizzard? For those of you who, like me, are not very familiar with gaming, they are the creators of popular games such as World of Warcraft, Diablo, Overwatch, and Hearthstone. Last week, they hosted a tournament for the latter game. During an interview after the tournament ended, one of the players, Ng Wai Chung , shouted “Liberate Hong Kong, revolution in our times”. This was a direct response to the growing economic and political influence of China in Hong Kong. The now-famous Ng Wai Chung              Blizzard’s extremely controversial initial response to Chung’s statement was to ban him from Hearthstone entirely, as well as seizing his $10,000 in prize money for winning the tournament. Since doing so, they have returned the mone...
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Groundswell Chapter 10: The Evolution of Dove

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             In chapter 10 of “Groundswell: Winning in a World Transformed by Social Technologies”, authors Charlene Li and Josh Bernoff discuss the release of Dove’s initially groundbreaking “campaign for real beauty”. According to Li and Bernoff, when Unilever (Dove’s parent company) first created these commercials in 2003, “they took a big risk with the message, going against the industry norm of using young, slender, perfect models and instead featuring everyday, average women. . . it worked- people were definitely talking about the ad campaign and Dove” (200). Initially, the ads featured only images of women like the one below: After these ads created a buzz within the groundswell, Dove decided to take the messaging a step further. They created a video entitled “Evolution” in 2005, which exposed many of the photoshopping, airbrushing, and makeup techniques used in traditional advertisements. The video was successful ...
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