Back in May, Pepsi Co. alongside with Tyler The Creator ( a rap artist who is often know for pushing boundaries) released a very controversial online advertisment advocating Mountain Dew. The advertisement entailed a beat up white woman, who was asked by a Caucasian police officer, to distinguish the criminal who had roughed her up from a group of four African Americans and a talking goat.
The ad had been accused of promoting both racial discrimination against African Americans, as well as condoning violence of women. Despite Pepsi Co.’s public apology and immediate removal of the video, damage had been done to both the the companies reputation and individuals who were offended.
It is important to understand that peoples feelings, beliefs, culture, and physical appearance all have to be considered when trying to market anything to a group of people. What some perceive as a harmless jokes (Tyler’s intentions), can be viewed completely differently by others. The consequences of not being aware of these factors when marketing can lead not only to the loss of customers, but to the overall degradation of your companies values based off how society now looks at your company as a whole.
In conclusion companies should really take the time to make sure their ads are not going to be perceived in any sort of pejorative manor. It is okay to often push the boundaries, and think “outside the box,” however it is important to be tasteful and aware in your tactics.