When “Peace and Harmony” Go Off Track
In one of Pepsi’s advertising campaigns, the brand chose to center its message around abstract and universal values like “peace” and “harmony.”
However, the way this theme was visualized ended up betraying many viewers’ expectations.
In the ad, model Kendall Jenner approaches a protest scene. In the midst of heightened tension, she hands a can of Pepsi to a police officer — and just like that, the atmosphere softens.
At first glance, it may seem like a simple, hopeful gesture — but in reality…
“It trivializes real social issues.”
“It exploits serious protest movements for commercial gain.”
These were just some of the widespread criticisms the ad received.
The backlash was so intense that Pepsi quickly pulled the advertisement from circulation.
💡 The Real Issue: A Weak Link Between “Peace” and “Pepsi”
The core reason this ad failed lies in the lack of a convincing connection between the abstract theme and its concrete expression.
Concepts like “peace” and “dialogue” are undeniably significant in today’s society.
But to address these values in branding, a deep understanding, sincere respect, and careful storytelling are essential.
In this case, the equation of “peace = handing over a Pepsi” felt overly simplistic — even tone-deaf.
The message came across as superficial, and rather than inspiring viewers, it alienated them.
When abstract values are expressed too lightly, the entire message risks becoming hollow — or even offensive.
🔍 The Pitfalls of Working with Abstract Concepts
Using abstract themes in advertising is not inherently wrong.
In fact, such concepts often help brands communicate their long-term vision and values.
But the challenge lies in translating those ideas into concrete expressions that resonate.
If the story or imagery doesn’t feel authentic — doesn’t invite viewers to see themselves in it — the ad can feel forced, or even manipulative.
📘 What We Can Learn from This Failure
The lesson from Pepsi’s misstep is clear:
✅ Dig deep into your abstract theme.
✅ Question whether your concrete expression truly supports that theme.
✅ Build stories that allow viewers to personally relate — to feel, “This speaks to me.”
When abstract and concrete don’t align, the message loses its power — and the brand risks losing trust.
But when they work together in harmony, advertising can leave a lasting impression.
✅ Coming Up Next:
“The Golden Balance of Abstract and Concrete in Successful Ads”
In the next entry, we’ll highlight case studies of campaigns that struck the right balance — generating empathy and strengthening brand equity.
What makes the difference between failure and success?
Stay tuned as we explore the answer.
(to be continued)