The Pepsi Case Brand crisis and brand communication PepsiCo in numbers Global leader in the food and beverage industry Over $63 billion in net revenue in 2016 Global portfolio of 22 diverse brands. PepsiCo Our Mission

Our mission is to be the world's premier consumer products company focused on convenient foods and beverages. We seek to produce financial rewards to investors as we provide opportunities for growth and enrichment to our employees, our business partners and the communities in which we operate. And in everything we do, we strive for honesty, fairness and integrity. Our Vision "PepsiCo's responsibility is to continually improve all aspects of the world in which we operate - environment, social, economic - creating

a better tomorrow than today." Our vision is put into action through programs and a focus on environmental stewardship, activities to benefit society, and a commitment to build shareholder value by making PepsiCo a truly sustainable company. History of PepsiCo The focus on advertising 30s - based on price 40s - patriotic and uplifting campaigns

50s - embracing the youth 80s until today - celebrities, pop and youth Zoom-in: Pepsi Campaigns Live-for-now history Inspire people to live to the fullest Featuring celebrities, such as Nicki Minaj and Beyonc The aim to become a global leader of pop-culture Live for Now Anthem

Backfire - #BlackLivesMatter Standing up for the unjustified deaths of several African-Americans, racial inequality, racial profiling, police brutality and violence against African-Americans - Womens March Standing up for social justice and human rights

issues ranging from race, ethnicity, gender, religion, immigration and healthcare Brand hypocrisy! Taking a Stand with Pepsi vs. Taking a Stand in Baton Rouge Managerial Questions

1. What should the managements first response be? 2. What should the management consider as a perspective when developing the next commercial? 3. How can the company prevent a similar event from occuring in the future from a communication perspective? Short Term Key Issues Define key issues on short term

Alternatives Define alternatives to address key issues Actions Define actions based on suggested alternatives Long Term

Alternative 1 Alternative 2 Alternative 3 A Pepsi a day keeps the problems away

Thirsty? Pepsi! Throwback Thursday Pepsi Response Short Term "Pepsi was trying to project a global message of unity, peace and understanding. Clearly we missed the mark, and we apologize. We did

not intend to make light of any serious issue. We are removing the content and halting any further rollout. We also apologize for putting Kendall Jenner in this position." Initial response defensive Official apology

Removed the commercial The Super Bowl 2018 commercial Pepsi Response Long Term Case Summary In the short term Brand crisis caused by Live for Now Anthem In the long term

Brand identity Brand image Corporate communication-->corporate hypocrisy

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