Why did the Pepsi Kendall Jenner ad fail? Brand overreach.

Recently, Pepsi pulled a monumental two minute ad starring Kendall Jenner as the girl who, well, solved social injustice with a fist bump and soda.

The ad was so wrong on so many fronts. Instead of rehashing the minutiae, I’ll simply point you to this story by Adweek that did a fine review of the brand disaster. Words like ‘tone deaf’ and ‘worst ever’ feature prominently.

I was invited on the radio to chat about the ad, dissecting where I believed Pepsi had gone wrong and, more importantly, what other brands could do to avoid the same costly gaffes. My perspective was that this constituted good old fashioned brand overreach – a brand forgetting what business it was in, and trying to co-opt social issues for cynical gain.

To check out the conversation, simply click the play button below. Happy listening!

As a brand strategy expert, successful entrepreneur, and award-winning author, Marc Stoiber uses simplicity and creativity to help people discover what’s awesome about their business… and then helps them tell the world. For more on creating your company’s value proposition, connect with Marc on Facebook, Twitter, and LinkedIn, and sign up to his monthly newsletter.  

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