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Pepsi Just Showed Us Why Authenticity Isn’t Just A Buzzword
By: Forbes
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Anyone who thinks that authenticity has become an overused marketing buzzword might rethink their position after Pepsi decided to pull their ad featuring police, protesters and Kendall Jenner.  The ad drew criticism almost immediately for being disingenuous and trivializing the Black Lives Matter movement. A Pepsi spokeswoman offered this statement in response,”Pepsi was trying to project a global message of unity, peace and understanding. We did not intend to make light of any serious issues.”

The inclination for brands to jump into current events, whether through celebrity partnerships, advertisements or media campaigns is nothing new.  This is especially true as startup founders reach near-celebrity status of their own, and in the process, cultivate their own influencer platforms.  However, as we saw with Pepsi, there’s a difference between adding to a conversation and taking advantage of it.


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This article originally appeared on Forbes.com. You'll find a link to the original after the post. www.forbes.com
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