Found out Pepsi’s 2017 Kendall Jenner ad cost them 4 billion in market value

I was scrolling through YouTube the other night and stumbled on a documentary about brand disasters. Had no idea that one ad with Kendall Jenner handing a cop a Pepsi actually made their stock drop by that much. Like 4 billion dollars gone in a few days because people thought it was tone deaf about protest movements. The worst part is they tried to fix it by pulling the ad fast and apologizing, but the damage was already done. I remember seeing that ad back then and thinking it was weird but not realizing how huge the fallout was. Honestly makes me wonder how many other brands have lost this kind of cash from one bad campaign. Has anyone else looked into the actual numbers behind these fails?

2 comments

2 Comments

daniel_walker15d ago

Did they actually lose 4 billion in real value or was that just paper losses for a couple days?

ray80115d ago

Yeah but does it even matter if it's paper losses when your whole company's stock drops that hard? @daniel_walker, that's gotta sting either way.