Ad missteps by Pepsi and Nivea reflect diversity woe in industry
Print Edition
RECENT high-profile advertising missteps by Pepsi and skin-care company Nivea underscored anew Madison Avenue’s awkward relationship with racial diversity at a time when the United States is becoming less white.
PepsiCo’s ill-fated “Moments” spot, featuring model Kendall Jenner, was quickly pulled with an apology after being vilified for trivializing the “Black Lives Matter” movement.
Nivea also apologized and withdrew an ad for a deodorant after its “White is Purity” pitch was embraced by white supremacists.
Social media had a field day with the botched campaigns, which seemed to suggest scant progress from the white male bubble of the 1960s depicted in the popular television series “Mad Men.”
“Between Nivea’s ‘white is purity’ ad and Pepsi’s ‘Black soda matters’ ad, I think it’s time to open my ‘Ask a Black person’ consulting firm,” comedian Travon Free said on Twitter.
In fact, data show a diversity gap in a sector that reflects and molds public sentiment.
Only 4.1 percent of advertising industry employees in the country are African Americans, below their 13.3 percent of the overall population. Latinos take up 12.3 percent of the industry, against 17.6 percent of the population.
Nearly half of respondents among advertising employees said the industry was “terrible” or “not great” at hiring diverse professionals, with another 25 percent describing it as “mediocre,” according to a survey released last September by the American Association of Advertising Agencies.
The trade group’s outgoing president Nancy Hill made publicly calling out “racist and misogynistic behavior” in her New Year’s resolution for 2017.
“I have realized given the current climate in our country and our industry, that doing that privately is tantamount to condoning the behavior,” Hill said in a column on a marketing industry website.
“Others involved need to know that this industry does not tolerate this kind of thinking and its resulting behavior any longer.”
Some major advertisers, such as Verizon, General Mills and Hewlett-Packard have threatened to fire firms that aren’t diverse enough.
The demise of the Pepsi spot has especially provoked intense discussion throughout the industry. The company is led by Indian-born chief executive Indra Nooyi, a vocal proponent of diversity.
A poll by PR Week showed 40 percent of respondents blamed the debacle on lack of diversity or diversity of thought, while 25 percent said it reflected an overzealous approach to attracting millennials and 13 percent blaming the fact that it was made by Pepsi’s in-house creative team and did not involve an outside firm.
The spot follows Jenner as she is stirred from a fashion shoot by a handsome Asian cellist to join an unspecified but peaceful street protest with people of all ethnicities, including African American street dancers.
The spot spurred instant ridicule, with Bernice King posting a picture of her father, Martin Luther King, being detained at a civil rights march by police.
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