Mountain Dew Uses Twitter Ads to Promote Apology

Marketers chime in on if it's the pro move


Mountain Dew today purchased Promoted Tweets to push its apology for the highly controversial Tyler, The Creator video on Twitter. In a story that was broken by Adweek, the PepsiCo brand pulled its "Felicia the Goat" :60 spot on Wednesday morning due to a slew of accusations that the ad was either racist, misogynist or both.

So was it smart marketing to amplify its Twitter apology with paid media? Or does the Promoted Tweet in people's news feeds seem cynical—as if forgiveness can be bought? We asked a small sample of marketing professionals to weigh in, and their takes varied.

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