When it comes to public relations and marketing, Pepsi Co. is a brand to be reckoned with. Over the years, the mega-food company has attracted the endorsement of pop culture and music legends like Michael Jackson, Ray Charles, Britney Spears, Beyoncé Knowles, Aretha Franklin, and The All-American Rejects.

So why not Kendall Jenner?

The Backlash

But when Pepsi released the Jump In commercial, starring Jenner, on April 4, 2017, it was not to critical acclaim. Journalists and consumers alike labelled the ad “tone-def”, and called it an appropriation of the Black Lives Matter campaign to sell a can of soda.

Symone Sanders, a CNN Political Commentator said:

Literally, Pepsi just used Kendall Jenner to co-opt the resistance to sell a freakin’ can of soda. Okay?

There were no police pictured in riot gear as they often are when Black and Brown people are putting their bodies on the line…