Rosa Jin

It might be a little dated, but in terms of immoral marketing, this one takes the cake. In fact, it walks away with the cake.

Earlier this summer, PepsiCo. collaborated with rap artist Tyler, the Creator to produce a creative and fresh ad to promote Mountain Dew as a culturally relevant drink (like Tyler, the Creator).  What they released turned out to be a little less fresh, a little more sour. The commercial was only released online, and due to the more than negative feedback, was pulled almost immediately. The clip features a battered woman at a police station being asked, by caucasian police officers, to pick out a perpetuator from a line-up of only African-American males and a talking goat.

The ad was accused of promoting racial discrimination and stereotyping, as well as making light of violence against women. Strangely enough, PepsiCo.’s response (to the public’s reaction) was less than ideal (see image on right). Although the corporation has taken full responsibility for their actions, critics still discuss PepsiCo.’s selective phrasing in the words “could be perceived by some as offensive.” In addition, the decision to take on Tyler, the Creator as the director, due to his notoriously distinct and often vulgar sense of humour and style, has been a topic of disapproving conversation by the masses (including the likes of Syracuse University’s Dr. Boyce Watkins). It goes without saying then, that perhaps in the future, PepsiCo. should take a moment to consider how their image could be perceived by some as offensive.

Watch the ad here

Dr. Boyce Watkins’ Response