What Brad Jakeman Learned From the 'Gut-Wrenching' Backlash to Pepsi's Jenner Ad
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The harsh response to Pepsi’s Kendall Jenner ad was “was the most gut-wrenching experience of my career,” Brad Jakeman, the outgoing president of PepsiCo’s global beverage group, said Thursday in his first public comments about the ad, which Pepsi pulled earlier this year amid widespread criticism.
In a wide-ranging on-stage interview at the Ad Age Next conference, Jakeman also warned marketers to have compassion for fellow marketing executives who get caught up in similar social media firestorms. He cited the example of Dove, which despite years of progressive female advertising, was put on the defensive last month over a small portion of a body wash ad that some critics deemed racist.
“We are now publishing thousands of pieces of content,” Jakeman said. “There are going to be these issues. And when they happen, be the person that reaches out to that company and say, ‘How can I help.’ Don’t be the person that piles on.”
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