![]() Jen Ryan, a spokeswoman for PepsiCo, said the company learned from its consumer relations team on Tuesday that people found the ad offensive. “We have removed it from all Mountain Dew channels and Tyler is removing it from his channels as well.” “We apologize for this video and take full responsibility,” the company said in an updated statement late Wednesday afternoon. PepsiCo Inc., based in Purchase, N.Y., said it understood how the ad could be offensive. But by handing over control to a celebrity, she said, the company ran the risk of having an ad that wasn’t appropriate. If PepsiCo had created an ad for Mountain Dew, for example, she said, it might not have been considered edgy or cool. Laura Ries, president of Ries & Ries, a marketing firm based in Atlanta, said companies that want the “street cred” of a celebrity may end up losing control of the message they want to convey. Last month, Reebok also ended its relationship with Rick Ross after he rapped about giving a woman a drug to have his way with her. In fact, Mountain Dew also was criticized recently because of its endorsement deal with Lil Wayne, whose rap lyrics compared a rough sex act to the tortuous death of Emmett Till, a black teen who was murdered in 1955 for allegedly whistling at a white woman. But the controversy over its latest spot illustrates the fine line that companies must walk when trying to be hip. Mountain Dew, known for its neon color and high caffeine content, is generally marketed to younger men and sometimes attempts to have edgier ads. ![]() The word “do” is in apparent reference to the soft drink’s “Dew It” slogan. The woman eventually screams “I can’t do this, no, no, no!” and runs away. ![]() The ad was part of a series developed by African-American rapper Tyler, The Creator, and depicted a battered white woman on crutches being urged to identify a suspect out of a lineup of black men.Ī goat character known as Felicia is included in the lineup and makes threatening comments to the woman, such as “Ya better not snitch on a playa” and “Keep ya mouth shut.” The soda and snack food company said it immediately pulled the 60-second spot after learning that people found it was offensive. PepsiCo is once again learning the risks of celebrity partnerships after an ad for Mountain Dew was criticized for portraying racial stereotypes and making light of violence toward women. ![]()
0 Comments
Leave a Reply. |
AuthorWrite something about yourself. No need to be fancy, just an overview. ArchivesCategories |