It was removed from the brand’s official channels in less than forty-eight hours, but you can still find it on YouTube (for example here – it’s worth noting the disproportion between negative and positive reactions). Kendall Jenner observes a multi-ethnic protest during a photo shoot. Kendall walks into the crowd, joining the demonstration, and then hands one of the policemen a Pepsi. When he drinks it, the protesters react with an explosion of enthusiasm. . Customers saw the ad as trivializing issues related to the Black Lives Matter movement (which dates back to 2013). The creation of a vision that the problem of racism could be solved … with Pepsi was criticized. Finally: part of the audience did not like the fact that the main character is a white person. The creators did not foresee the need to be careful when discussing such difficult topics.
However the problem is not only
The general controversial nature of the advertisement . Its producers apparently did not do their homework on the golden rules of storytelling. When you reach for narrative marketing, authenticity is important, and it’s missing here : the scene where Kendall offers a Pepsi to a policeman feels artificial. Stories should engage viewers and arouse Syria Business Email List curiosity. Meanwhile, in the Pepsi ad, the narrative was broken: for almost three minutes we observe the demonstrators and Kendall Jenner. This story not only does not evoke emotions, but is simply … boring. Finally – storytelling should promote the product in an unobtrusive way . If you want to reach your audience using narrative marketing, you need to remember that emotions and story are what count.
The product is supposed
Part of the story. Here he became an unnecessary, force-placed addition to history. In this case, the effect was far from what was intended. The brand was hit with a wave of criticism. Pepsi did get the attention of customers… Only it wasn’t the kind of attention the brand needed. As this example shows: storytelling is an art. Sometimes even a big Bab Directory budget and a famous model are not enough to achieve success. Summary Narrative marketing is one of the most effective ways to promote a brand or product. Traditional advertisements bombard us from all sides, often causing irritation, but interesting stories will always attract attention.