The advertisement was also parodied in a pre-registration trailer for the mobile game Angry Birds Evolution, with a blue bird named Paige and a member of the Bacon Corp's own security force replacing Jenner and the police officer, respectively. According to marketing expert Mike Jackson, part of the problem was that Pepsi did not have a history of promoting social justice causes. Initially, Pepsi stated, "This is a global ad that reflects people from different walks of life coming together in a spirit of harmony, and we think that's an important message to convey". Bernice King, daughter of civil rights leader Martin Luther King, Jr, remarked, "If only Daddy would have known about the power of #Pepsi".
Researchers of branding and marketing have observed the identity politics aspect of the spot depicted by the marching masses, but questioned the credibility of subverting the police towards a " melting pot" model. The advertisement's creators have been widely criticized on social media and by media outlets for attempting to capitalize on imagery imitating protests in the Black Lives Matter movement, including Taking a Stand in Baton Rouge, the iconic image of a woman, named Iesha Evans, who approached heavily armed police alone and was arrested in a Baton Rouge protest in July 2016. We also apologize for putting Kendall Jenner in this position. We are removing the content and halting any further rollout. We did not intend to make light of any serious issue. Clearly we missed the mark, and we apologize. Pepsi was trying to project a global message of unity, peace and understanding. The company released a statement, saying: The advertisement was pulled by the company one day after its distribution due to criticism. She first knew the storyline when she got the script and moved forward with appearing in the ad. Jenner had no involvement in the creative process and no advanced knowledge of the marketing vision. Six people were credited with creating the ad, and The Mirror reported that all were white. The photographer puts aside her camera and hugs someone nearby in celebration. After the police officer drinks from the can, the crowd cheers enthusiastically.
The photographer snaps multiple photographs of the interaction. Jenner appears in a more casual outfit and walks up to the police officers, handing one of the officers a can of Pepsi. Several white police officers are standing in a line formation, watching the march approach them. Jenner removes a blonde wig and hands it to a black woman, wipes off her dark lipstick, and heads toward the march. The cellist walks past Jenner’s photoshoot, and gestures for her to join the march. A photographer in a hijab notices the march and heads outside. Jenner's character is seen modeling at a photoshoot. Outside, young people are marching, displaying V signs and carrying signs, including one that says "Join the Conversation". It begins with an Asian cellist on a rooftop. The Pepsi commercial features Kendall Jenner and the song "Lions" by Skip Marley.
The commercial features Kendall Jenner (pictured in 2014).
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