Just over a year ago, Pepsi released its now infamous spot starring Kendall Jenner in which the star stops her photoshoot to join a protest rally, handing a Coke to a police officer in a symbolic gesture of friendship.   

It’s easy to imagine some ad executive checking off the ingredients that would make the ad a hit: a star adored by a young cohort of millions on social media — check. A connection to a current issue that the audience is experiencing — check. But, barely 24 hours later, the ad was pulled with an apology from Pepsi following backlash blaming the brand for trivializing the Black Lives Matter movement.

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