Found out Pepsi's Kendall Jenner ad cost them 4 billion in market value in just 24 hours

I was looking up PR disaster stats on Wikipedia last night and that number blew my mind, has anyone else seen a single ad flop hit a company's bottom line that hard?

3 comments

3 Comments

kim6934d ago

I remember when that ad first dropped and people were like "is this a parody?" It was so bad. I think the bigger issue was they spent like a year planning it and nobody on the creative team stopped to ask "hey should we really have a model solve police tensions with a soda?" There's a YouTube video that breaks down the whole timeline and it's honestly painful to watch. They probably thought they were being woke and ended up looking completely out of touch.

thomas.parker4d ago

Buddy of mine worked at an ad agency that pitched for this account. Said the minute the creative director played the demo in the meeting, half the room just stared at the floor. Nobody said a word for like 10 seconds.

maryt624d ago

23 million dollars is what they paid her for that single post, and that's not even counting what they spent on the actual ad production. Honestly, what gets me is how they had focus groups that warned them the whole "protest" angle was tone deaf and they just went ahead anyway. Did any of the executives actually watch the final cut before it aired, or did they just sign off on it because Kendall was in it? I read somewhere that the agency who made it won awards for their other work, so how does a team that talented miss something so obvious? Ngl, it makes me wonder if all these big ad agencies are just drinking their own Kool-Aid and nobody wants to be the one to say "hey, this is a bad idea.