Email technology dates back to 1971, but it somehow keeps getting bigger and more influential. People send and receive billions of emails each day, making it one of the most powerful business tools of our era. At the same time, reports show that almost 50% of customers don’t mind receiving promotional emails from their favorite brands every week.
The Pepsi ad with Kendall Jenner sought to reach millennials at an emotional level, but just ended up inciting criticism and disgust.
So what went wrong?
Pepsi was trying to use emotional marketing to reach their target demographic. This is pretty normal and is often effective. They had all the right elements, but connected them in all the wrong ways. Here is where Pepsi went wrong in their Kendall Jenner protest ad, and some lessons that we can learn from them.