Two recent drink ads have captured public attention in contrasting ways. Both ads aimed to tackle contemporary social issues, each featuring people stepping out of their comfort zones to share a drink with someone from the “other side” of an ideological divide. Yet while one ad sparked widespread outrage, the other garnered praise and applause. Let’s explore what made these two ads so different and examine what works—and what doesn’t—when brands address social issues in their marketing.
Pepsi’s ad features a staged scene of a protest, seemingly inspired by Black Lives Matter demonstrations. It follows a diverse crowd, including an appearance by celebrity Kendall Jenner, who ultimately crosses the protest line to offer a police officer a Pepsi. The ad was quickly criticized as tone-deaf and insensitive, with many calling out its oversimplified portrayal of serious social issues.
In contrast, Heineken’s ad presents a different narrative. Here, real, everyday people are paired based on their opposite views on social issues. The pairs collaborate on a hands-on task, unaware of each other’s viewpoints, and then watch video clips revealing their differences. Over a Heineken, they have a candid discussion, recognizing common ground despite their differences. This ad was widely celebrated for its authenticity and thoughtful approach.
So, why did one ad receive such criticism while the other was praised? Here are three key lessons on addressing social issues in advertising.
One of the biggest differences is that Pepsi used actors, including a celebrity, to portray a staged protest scene, whereas Heineken used real people and real conversations. Pepsi’s ad took an idealized, sanitized approach that felt unrealistic and failed to connect with viewers on an emotional level. In contrast, Heineken’s ad allowed for genuine, unscripted moments, making the interactions feel relatable and sincere. When tackling social issues, authenticity is essential; audiences can sense when something feels contrived or exaggerated, and they tend to reject it.
Pepsi’s ad felt like an exercise in product placement, where the brand and its product overshadowed the message. By focusing heavily on Pepsi as a central solution, the ad reduced a complex social issue to a simple marketing gimmick, which many found jarring. In Heineken’s ad, however, the product appears only after the narrative has unfolded, allowing the story to drive engagement rather than the brand itself. When addressing social issues, keeping the brand as a subtle backdrop rather than a focal point often resonates better with viewers.
Pepsi’s ad relied heavily on stereotypes, showing an Asian musician, Black dancers, and a visibly intense Muslim woman, reinforcing shallow representations that felt out of touch. By oversimplifying and stereotyping, the ad failed to capture the real complexity of social issues and the individuals affected by them. Heineken’s ad, on the other hand, showed a more nuanced view of individuals. While it initially presented people as just their views, it quickly revealed more personal, complex sides as they interacted. Addressing social issues requires acknowledging the real, multifaceted identities and experiences of people rather than relying on stereotyped images.
Addressing social issues in advertising is a delicate task that requires thoughtful consideration of the audience, an understanding of the issue, and, above all, empathy. Ads that resonate often do so because they genuinely reflect people’s experiences and avoid reducing complex issues to mere marketing tactics. As the Heineken ad shows, a well-executed campaign can resonate and inspire, becoming a source of conversation and connection. But the risks of missteps, as shown by the Pepsi ad, can lead to backlash and even damage to brand reputation.
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