I still think a large part of the problem is that AMP is a brand within a brand and the Pepsico needs to consider both. Otherwise AMP could have taken its lumps and enjoyed the publicity.

I remember well those ads. Interestingly, I remember them being highly provocative, unique and edgy, but not offensive (except, perhaps, to those who find the overall message of racial unity — which was obviously what they were going for — offensive).

I went back and looked at them again. While I do see how someon *could* see them as offensive, I don’t really see how a reasonable person would see them that way. Perhaps that’s what makes them so awesome.

I’m amazed that “social media marketing” people are forgetting the basics of marketing.

Marketing means targeting and positioning. If by doing that 90% of the people are p. off but the other 10% buy, in a market where 5% market share is a miracle, then this is great!.

Benetton was famous for this in the fashion industry in the 90′s and their case study was presented in the best business schools ( at least, Insead ) and their ads were way more offensive than the Pepsi app.

I would say it’s even more the case in a “community world”. Communities are very frequently minorities and any “us versus them” side effect is positive.