Pepsi: Drop the Kendall ad and donate to #BlackLivesMatter
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Pepsi is trying to profit off of activism in their new advert with Kendall Jenner.
This is outrageous because in 2012, Pepsi dropped their Refresh initiative, a $20 million social impact fund, because it lost market share and volume.
If Pepsi is not interested in real activism, it is exploitative to try and profit from the idea of activism in their advert, which features Kendall Jenner removing her wig, joining a protest and befriending an officer by handing him a Pepsi can.
To add insult to injury, the advert was released on the anniversary of Martin Luther King Jr.'s assassination. This is insensitive considering America's current racial climate and the #BlackLivesMatter movement.
Pepsi should drop the advert immediately, and donate a substantial amount to an activist organisation in the US.
You can watch the advert here
I would suggest the amount is donated to #BlackLivesMatter for the following reasons:
- The video was released on the anniversary of Martin Luther King's assassination
-#BlackLivesMatter protests have received the most widespread coverage in the press recently, so Pepsi seems to be exploiting their popularity
-Kendall stepping in front of all the protestors to give the officer a Pepsi can mimics the actions of a young black woman at a #BlackLivesMatter protest, the actions that young woman took actually endangered her life
Signing this petition important because we are seeing a worrying trend of major corporations trying to make money off activism rhetoric, while undermining activism itself.
This needs to stop.
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