Table of Contents

1. What was the ‘Live For Now’ campaign all about?
2. When did Pepsi launch this campaign and what followed?
3. What crisis communication challenges did the brand face?
4. What strategy did Pepsi follow for this campaign?
5. What message did the campaign intend to send?
6. How did Pepsi execute the campaign across platforms?
7. What was the public response and how did it impact the brand?
8. What crisis communication lessons can students learn from this case?
9. What were the major controversies and risks?
10. Why is this campaign still relevant for media students?

How One Ad Changed the Conversation Around Crisis Communication Forever

Pepsi’s 2017 campaign featuring Kendall Jenner wasn’t just a commercial misfire—it became a defining moment in crisis communication. Although the brand wanted to connect with youth and activism, the public saw it as tone-deaf. The campaign, designed to evoke unity and peace, instead ignited widespread backlash. Therefore, understanding how this campaign spiralled out of control is essential for anyone studying media and communication today.

What was the ‘Live For Now’ campaign all about?

In April 2017, PepsiCo launched a global ad under its “Live For Now” campaign. It starred supermodel Kendall Jenner, who leaves a fashion shoot to join a peaceful protest. The climax shows her handing a can of Pepsi to a police officer, apparently easing tensions.

The aim was to associate Pepsi with themes of empowerment, peace, and spontaneity. However, audiences around the world saw it differently. Many criticised it for trivialising genuine protest movements, particularly Black Lives Matter.

Although Pepsi intended the ad to be a symbol of harmony, it was widely interpreted as opportunistic. In just 24 hours, the backlash became so intense that the brand had to pull the campaign entirely.

Read More: Domino’s Pizza Turnaround: A Bold Case of Brand Crisis Recovery

When did Pepsi launch this campaign and what followed?

Let’s break down the campaign timeline:

• April 4, 2017: Pepsi released the ad on YouTube and social media.
• April 5, 2017: Facing heavy criticism, Pepsi pulled the ad within a day.
• April 6, 2017: The brand issued an official apology and scrubbed the video from all platforms.

Although the campaign lasted only two days, the crisis communication consequences lasted much longer.

What crisis communication challenges did the brand face?

Pepsi wanted to refresh its brand by appealing to socially aware millennials. The younger generation was, and still is, deeply involved in causes like racial justice and environmental sustainability. Hence, Pepsi aimed to connect with them on these values.

However, the challenge was balancing this message without trivialising real struggles. The campaign tried to stay apolitical, but in doing so, it failed to grasp the emotional depth of protest culture.

This misjudgment became a major crisis communication issue. The brand failed to anticipate that blending soft drinks and activism might offend rather than inspire.

What strategy did Pepsi follow for this campaign?

Pepsi’s strategy was rooted in:

• Connecting with youth culture and activism
• Using a high-profile celebrity to boost appeal
• Promoting feel-good content through music and visuals
• Launching on social-first platforms with the hashtag #LiveForNow

However, there was a lack of real audience insight.

No focus groups or public testing were conducted before release. Therefore, Pepsi overlooked how audiences might interpret the ad. Moreover, the creative team—Pepsi’s in-house Creators League Studio—seemingly lacked voices familiar with grassroots activism.

What message did the campaign intend to send?

The ad tried to position Pepsi as a unifying symbol. “Live For Now” was intended to capture youth spontaneity and harmony.

However, the actual reception was quite different. Many accused Pepsi of “co-opting protest culture” just to sell products. The gesture of handing a Pepsi to a police officer felt especially inappropriate, given the serious nature of real-world protests.

A viral comment summed up the sentiment: “If only Martin Luther King had a Pepsi.”

Hence, the message fell flat—and sparked a crisis communication scenario instead of positive buzz.

How did Pepsi execute the campaign across platforms?

The campaign was rolled out across multiple channels:

• Visuals: Diverse protestors carrying vague signs like “Join the Conversation.”
• Influencer Strategy: Kendall Jenner, with no activist background, led the message.
• Media Channels: YouTube, Facebook, Twitter, and Pepsi’s official website.
• Hashtag Use: #LiveForNow encouraged social media engagement.

Although the ad looked polished, it lacked emotional weight. Cultural context was absent. Moreover, the lack of specific causes in the protest scene created confusion.

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What was the public response and how did it impact the brand?

The backlash was immediate and fierce. Social media exploded with criticism, especially from activists and influencers.

Some key outcomes include:

• Brand Perception: YouGov reported Pepsi’s brand index score dropped significantly among millennials.
• Media Reaction: Outlets labelled the ad a “corporate misstep” and “a PR disaster.”
• Financial Effect: Pepsi’s sales were not significantly affected, but analysts noted a Q2 slowdown.
• Stock Market: A slight dip in PepsiCo’s stock followed the backlash.

Although the ad was removed swiftly, the crisis communication damage lingered. Pepsi had to work hard to regain consumer trust.

What crisis communication lessons can students learn from this case?

This campaign is now widely taught in media and communication courses. Here’s why it’s such a valuable example for students:

• Avoid tokenism: Real activism cannot be represented through staged photo-ops.
• Celebrity choices matter: Visibility doesn’t guarantee relatability or credibility.
• Always test the content: Especially when addressing sensitive social issues.
• Social listening is key: Brands must understand cultural sentiment before acting.
• Quick apologies are not enough: Damage control requires more than a statement—it needs long-term trust rebuilding.

As Professor Rashmi Bansal, an expert in brand storytelling, said:
“This was a case of classic PR overconfidence. Good intentions don’t excuse poor execution.”

What were the major controversies and risks?

Several missteps turned this campaign into a full-blown crisis:

• Cultural misreading: The ad’s visuals echoed actual protest photos. This was seen as a gross simplification.
• Lack of diverse input: Critics noted that the ad likely lacked creators with lived protest experience.
• False equivalency: The act of offering a Pepsi to a police officer was seen as trivialising years of civil struggle.

Pepsi’s official apology stated:
“Pepsi was trying to project a global message of unity, peace, and understanding. Clearly, we missed the mark.”

Although the intent was noble, the result proved how easily brands can misjudge tone.

Why is this campaign still relevant for media students?

This campaign remains an iconic example of how not to approach sensitive storytelling.

Although it tried to reflect global peace and harmony, it failed to consider timing, culture, and audience sensitivity. Moreover, the campaign is especially relevant for Indian students interested in working with global brands. It shows the importance of cross-cultural understanding in brand messaging.

If Indian students want to work with multinational campaigns in the future, mastering crisis communication is essential. Campaigns like this are stark reminders that one wrong step can overshadow years of brand-building.

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