Remember yesterday, when Pepsi taught the world to sing out against its foolishness with an ad rife not just with cultural appropriation, but with protest appropriation?
If you missed it, Pepsi released an ad entitled “Jump In,” in which Kendall Jenner escapes from a photoshoot to lead a protest against ... something, using Pepsi as an agent of unity, all while a struggling Muslim photographer finds inspiration in Jenner’s sudden political awakening.
We talked about what Twitter thought: you can read all about it here. To recap briefly though, the ad had a reception worse than Trumpcare. I mean, everyone had something bad to say, from Martin Luther King’s daughter:
One of the craziest things about that Pepsi commercial is nobody offered the protestors a drink. Can the oppressed quench their thirst too?— Charlamagne Tha God (@cthagod) April 5, 2017
To the always delightful Lakeith Stanfield:
Nah Pepsi you ain't cool. You corny— Lakeith Stanfield (@stanfield_keith) April 5, 2017
Boycott soda— Lakeith Stanfield (@stanfield_keith) April 4, 2017
Niggas know I drink juice— Lakeith Stanfield (@stanfield_keith) April 4, 2017
So, today, Pepsi, wising up at last, released a statement that said, “We did not intend to make light of any serious issue. We are removing the content and halting any further rollout. We also apologize for putting Kendall Jenner in this position.”
Yesterday, in a Pepsi statement, Jenner said Pepsi “shares a voice with the generation of today,” and that she was “thrilled to join the legendary roster of icons who have represented their generations and worked with Pepsi.” She hasn’t mentioned how she feels about it today.
For many on Twitter, it seemed the apology and the removal of the ad was too little, too late:
this is me at Pepsi's apology. pic.twitter.com/h3qN9JcIuM— black history heaux (@localblactivist) April 5, 2017
I don't even drink @Pepsi, but if I did I wouldn't— Jared (@thewildwolves) April 5, 2017
Pepsi: Kendall we are gonna have to pull the commercial, the reviews are horrible— diet stud (@dankbonnet) April 5, 2017
Waitress: We have Pepsi products. What would you like to drink?— J (@lionizejay) April 5, 2017
To them, Pepsi said, “Clearly we missed the mark, and we apologize.” Next time you think about co-opting a civil rights issue to sell soda, Pepsi, maybe don’t be so thirsty.