Young adults and ethnic minorities thought more favorably of the soda maker after watching the Black Lives Matter-influenced ad
Kendall Jenner is getting (half) the world to buy a Pepsi.
That’s a conclusion one might draw from a recent survey that polled 2,202 members of the public about their reaction to that infamous Kendall Jenner Pepsi collab. The ad, which was released last week, drew inspiration from the Black Lives Matter protests against unjustified police use of force. It showed Jenner converting an impassive police officer into an ally by giving him a soft drink, and was roundly panned for commercializing a social movement.
Pepsi swiftly pulled the video, though it also called it “a global ad that reflects people from different walks of life coming together in a spirit of harmony…that’s an important message to convey.”
It turns out that the sugary drink producer might be right. Public opinion research firm Morning Consult found that 44% of adults formed a more favorable opinion of Pepsi after watching the ad, while only a quarter of them thought less of the soda maker. 28% of respondents said it had no impact on what they thought of Pepsi.
Interestingly, millennials and ethnic minorities seem to have most enjoyed the ad. Half the adults polled between the ages of 18 to 29 formed a better opinion of Pepsi, as compared to just 35% of those older than 65. Just over half of African Americans and a whooping 75% of Hispanic Americans polled thought more positively of Pepsi as a result.
That might be linked to the relatively unusual sight of a cause especially important to black and Latino Americans, who make up the bulk of arrests by the police, occupying center stage according to the Center for American Progress, a liberal think tank. Recent data about minority representation in ads isn’t readily available, but numerous studies conducted have found that African Americans are generally underrepresented in ads. Even when they appear, they’re often cast in less important roles.
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