TribLIVE

| Business


 
Larger text Larger text Smaller text Smaller text | Order Photo Reprints

PepsiCo pulls Mountain Dew ad over criticism

PEP $82.21 -$0.26

at close on WEDNESDAY

By The Associated Press
Thursday, May 2, 2013, 12:01 a.m.
 

PepsiCo pulled an online ad for Mountain Dew that was criticized for portraying racial stereotypes and making light of violence toward women.

In the 60-second spot developed by African-American rapper Tyler, The Creator, a battered white woman on crutches is urged by an officer to identify a suspect out of a lineup of black men. A goat character known as Felicia is included in the lineup.

The goat makes threatening remarks to the woman such as “Ya better not snitch on a player” and “Keep ya mouth shut.” She eventually screams “I can't do this, no no no!” and runs away. The word “do” is in apparent reference to the soft drink's “Dew It” slogan.

PepsiCo Inc., based in Purchase, N.Y., apologized in a statement and said it understood how the ad could be offensive.

Jen Ryan, a spokeswoman for PepsiCo, said the company was alerted on Tuesday by its consumer relations team that some people found the ad offensive. The company immediately decided to take down the spot and was told by Tyler that he would remove it from his YouTube channel as well, she said. The ad was never intended to air on TV, Ryan said.

 

 
 


Show commenting policy

Most-Read Business Headlines

  1. Stocks snap 4-day rally on Yellen speech, Russia-Ukraine developments
  2. Thousands of American steel jobs believed lost to import surge
  3. Advocacy group requests investigation of Chrysler power system failures
  4. Microsoft keeping $93B offshore, off U.S. tax rolls
  5. Google Maps opens business doors to online views for shoppers
  6. Dynegy to spend $6.25B on power plant acquisitions
  7. GM’s legal team targeted in federal investigation
  8. Central banks around globe moving in different directions
  9. Instead of clarity, Federal Reserve Chair Yellen offers more uncertainty on interest rate hikes
  10. Utility regulator seeks $639,000 in penalties from electric supplier
  11. McDonald’s names president of U.S. division
Subscribe today! Click here for our subscription offers.