The case explores the steps taken by Pepsi® before and after the major PR crisis that may or may not have damaged the globally-recognized brand forever. It explains how the company failed to research and communicate while attempting to promote the brand. This case analyzes several gaps in Pepsi®’s marketing efforts over the course of the creation of the spot and throughout the aftermath. Due to crushing condemnation from critics and social media users claiming that the ad was co-opting protest movements – such as Black Lives Matter – for commercial gain, Pepsi® had to pull the advertisement off the air and off the internet less than 48 hours after the initial release. In the end, Jenner approaches a cop with a can of Pepsi® soda. The ad showed 21-year-old supermodel Kendall Jenner partaking in a photo shoot and then “jumping in” with protestors marching along the road. Pepsi®’s campaign – titled “Live for Now – Moments” – was launched on April 4, 2017, in the ambitious attempt to showcase Pepsi® as a millennial-friendly brand with a socially relevant and unifying message. This case study examines U.S.-based multinational food and beverage company PepsiCo’s protest-themed commercial for its carbonated soft drink Pepsi® and the consequent decline in millennial purchase consideration and brand perception. Who you hire to create and represent makes all the difference.