Pepsi has apologized and pulled its controversial ad featuring Kendall Jenner.
“Pepsi was trying to project a global message of unity, peace and understanding,” the brand said in a statement. “Clearly we missed the mark, and we apologize. 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.”
The soda-maker released the two-and-a-half minute ad, which was created by its in-house team, Creators League Studio, on Tuesday. Backlash was swift, as many saw the ad as a way for Pepsi to co-opt the resistance movement as well as the Black Lives Matter movement.
It’s unclear what this will mean for Pepsi’s in-house team, the brand’s relationship with Jenner, what it will do with the media placement it had planned for the campaign, or if it will impact the brand’s leadership. A rep for Pepsi did not immediately respond to a request for comment.
See the ad below.