The problem isn’t that Pepsi took a stand on a social issue. The problem is the ad is crass and inauthentic because it is out of sync with Pepsi’s brand image.
Ben & Jerry’s Gets Right What Pepsi Got Wrong
Michael Crawford
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I couldn’t agree more. And it’s particularly unfortunate that brands are reflecting on what happened and deciding to bow out—instead of truly reflecting on why it didn’t work and committing to doing better. I guess the bright side is that this just leaves more space for the companies truly committed to change to shine.