The Pepsi Ad Is A Result Of Industry Pressures To Cut Costs

April 10, 2017 in Daily Bulletin

Charisse Jones and Roger Yu looked into the conditions that allowed the now infamous Pepsi ad starring Kendall Jenner to be aired:

  • The ad was made by Pepsi’s in house marketing team rather than a specialist agency. This strategy cut costs and speeds up production, but in-house employees are less likely to critique an ad.
  • To cut costs the production team might also have skipped testing out the ad with focus groups.
  • And like in many industries, advertising teams often lack diversity, meaning important racial perspectives get lost.
  • That said, the amount of attention the ad has gotten might ultimately be a boost for Pepsi.

Read more on USA Today.