#PepsiLivesMatter and the Pepsi solution to the Palestine-Israel conflict

Pepsi yesterday pulled a commercial after generating fury and ridicule online. From being called “tone-deaf” to “racially exploitative”, the ad was said to have trivialised social justice and rights movements, and belittled anti-police brutality protests over recent years.

It's scary to think how many people this #PepsiLivesMatter ad had to go through. And STILL it was approved. #badmarketing #pepsifail

— Charlene (@contentwhizz) April 5, 2017

Dear @pepsi: Next time u want to make a stand on Social Justice or Resistance u can start by not casting a Kardashian. ✊️ #PepsiLivesMatter

— Ryan Knight ☭🕊 (@ProudSocialist) April 5, 2017

The ad, released Tuesday, featured fashion model and reality TV star Kendall Jenner posing during a photoshoot as a march of hundreds of young activists and protesters of all colours and backgrounds passes by. The marchers are seen carrying peace signs, chanting, dancing and playing music.

Jenner makes eye contact with one male activist, who gives her a nod indicating she should join only for her to then take off the blonde wig she is wearing, hand it to a bystander, rub off her makeup and join the – quite fashionable – crowd. Jenner marches along, opens a can of Pepsi, fist-pumps another protester and then walks up to a police officer and hands him a can of Pepsi, prompting him to smile. That’s when the crowd cheers and rejoices. Meanwhile, a woman in a hijab with a camera and a massive grin on her face crouches to photograph the model.

Director: "young lady in the head thingy, I want you to look like you just realized HOW LUCKY you are to be witnessing this. Because u are" pic.twitter.com/srqcPKq8mS

— Olivia A. Cole (@RantingOwl) April 4, 2017

Though Pepsi removed the commercial and apologised to both the public and Jenner, the video of the ad is still available on Kylie and Kendall Jenner’s YouTube channel with over 3.5 million views and over 68,000 dislikes.

“Pepsi was trying to project a global message of unity, peace and understanding,” the company said in a statement. “Clearly we missed the mark, and we apologise. We did not intend to make light of any serious issue. We are removing the content and halting any further rollout.”

Many said that Pepsi was trying to capitalise on and take advantage of the “Black Lives Matter” movement, prompting twitter users to launch the hashtag #PepsiLivesMatter.

If a black girl tried to give a cop a Pepsi in a protest march, I'm pretty sure he'd give her a Dr Pepper spray in return #PepsiLivesMatter

— The Fresh Prince of Bell End (@KloppClips) April 5, 2017

#PepsiLivesMatter Let's see how far I get walking up to an officer with a Pepsi in the midst of a protest….

— Qween Nikki (@altramese78) April 5, 2017

Many memes taking jabs at the ad flooded twitter, as Pepsi cans and remarks were inserted into major civil rights moments and photographs.

"Now just wait one second officers.

I have a Pepsi." pic.twitter.com/NW0sddKOOI

— philip lewis (@Phil_Lewis_) April 5, 2017

If only Daddy would have known about the power of #Pepsi. pic.twitter.com/FA6JPrY72V

— Be A King (@BerniceKing) April 5, 2017

https://twitter.com/jizzuscrip/status/849465791456083970

All you need is Pepsi….THANK YOU SO MUCH KENDALL JENNER. pic.twitter.com/7ZXnREU2c9

— Ñzinga Mbande Reina de Ñdongo y de Matamba (@Machocolatera) April 6, 2017

Even those who follow Middle Eastern affairs and the Palestine-Israel conflict joined in.

This is the perfect opportunity to smuggle some #Pepsi into Israel. The ISF won't know what hit them.

— Mad_Myke (@mad_mykes_manse) April 6, 2017

https://twitter.com/JLarsenDK/status/849850698669936640

https://twitter.com/Collin_Webster/status/849696229487501312

https://twitter.com/jwildeboer/status/849717102470733831

FYI we use #pepsi and #sevenup as well other soda drinks to wash our eyes in protests and clean it from tear gases #Egypt #Arabspring

— Zeinobia 🎙️📷📓 (@Zeinobia) April 6, 2017

Other Twitter users were outraged at the amount of attention the commercial received as a chemical attack on the town of Khan Sheikhoun in Syria’s Idlib left more than 70 dead including women and children, and hundreds others injured.

https://twitter.com/RuhelaAditya/status/849849589347889152

Arguably, Pepsi still managed to accomplish its goal of bringing people together – in their dislike of the ad.