#NotBuyingIt Win: Pepsi Pulls Tone-Deaf Ad

On April 4th, Pepsi released a tone-deaf ad featuring Kendall Jenner as the leader of a generic resistance movement. The ad co-opted and commodified imagery from #BlackLivesMatter protests and more. That's why we sprang into action, tweeting at Pepsi that we're #NotBuyingIt. Within 24 hours and hundreds of tweets later, the company was forced to apologize and pull the ad!


  1. Kendall Jenner for PEPSI Commercial
  2. The ad co-opts imagery from the Black Lives Matter movement, the Women's March, and #NoBanNoWall protests, positioning Pepsi as the answer. That's why we sprang into action:
  3. Soon the media was covering the backlash:
  4. That's when Pepsi responded, saying it was a "global ad" which had aimed to show the "harmony" of people from different backgrounds:
  5. With hundreds of tweets pouring in, Pepsi finally apologized and pulled the offensive ad:
  6. Thanks to you, we're holding brands, media, and more accountable with our hashtag #NotBuyingIt! Learn more and join the campaign: