James Thompson
May 29, 2017

No risk, no reward

Pepsi’s latest horrible offering demonstrates just how easily a communications gamble can fall flat, but one of the lessons brands should learn is that it is always worth giving the dice another roll.

Messaging misfire: The soft drinks brand pulled its ad after widespread criticism for trivialising US racial tensions.

Well, I suppose it had been coming, the backlash against purpose-based’ or politicised’ advertising but I don’t think I’d have guessed that Pepsi would be the brand taking the ordure of worldwide ridicule and fury. 

I’m sure that at some point, in the privacy of PepsiCo’s conference rooms, executives prided themselves on making a brave piece of work that would resonate with their consumers who time after time have shown themselves willing to...

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