Tag Archives: Pepsi

Shea Moisture: They’re Not Tone Deaf, They’re Assholes, Pt 2

Shea Moisture put out an ad this week called Hair Hate and then sat back and enjoyed their own Pepsi moment. ¬†Here’s the ad below:

For a company that is built by, for and literally¬†on black women, expanding their¬†customer base by equating the hair challenges of naturals with the bad hair days of gingers and blondes wasn’t an overreach, it was a betrayal. ¬† Shortly after Shea Moisture’s dragging began, so did the comparisons¬†to the Pepsi ad. ¬†Both seemed tone deaf, trivializing important aspect of black culture to sell product. ¬†But I said it about Pepsi and now I’ll say it about Shea Moisture–they’re not tone deaf, they’re assholes; they’re not silly, they’re sell outs.

Shea Moisture’s built its brand on black women and their¬†hard earned cash. ¬†Even the label tells the homey story of the brand’s founder’s grandmother Sofi Tucker selling product in Sierra Leon. ¬†Last year the brand shouted its allegiance¬†to ethnic hair by proudly proclaiming it was going to desegregate the beauty isle–the implication being that Shea Moisture’s move to shelf space in the non-ethinc hair care section (called the regular hair section by most people) was about making hair care inclusive of black beauty, not leaving it behind. This ad clearly positions Shea Moisture as here for black women.¬†Turns outs they were just getting ready to sell out in the rush to gentrify haircare¬†and expand their own customer base and bottom line.

This is not a tone deaf company. ¬†This is a company that has carefully–and with great success–made it big by catering to black women. ¬†Looking back,¬†it seems the brand, like an NBA player, wasn’t trying to rock with the sisters once it started making it big time (please don’t¬†write me letters, my woke NBA brothers). ¬†The move to the regular hair isle is now followed up with an ad that is shifting the brand to one that serves “regular hair” ¬†The new ad is the shampoo equivalent of all hair matters, compete with¬†Becky with the good hair. (Did they not listen to Lemonade?!)

Hair is an important marker of identity, especially for women, and especially for black women. ¬†The natural hair movement has grown along with the movement for black lives. ¬†Like the rallying cry,¬†‘Black is Beautiful’ in the 70’s, the natural hair movement cannot be separated from the politics and social change of our time.

Shea Moisture seeks to equate the hate of different kinds of hair without acknowledging that some hair hate comes with real consequences. ¬†The hate towards natural hair in schools, business, and social situations is about more than hair, it is reinforcing white supremacy. ¬†To act like hair hate is about hair and not hate¬†means that Shea Moisture just¬†doesn’t understand us anymore. ¬†Maybe they never really loved us, they just loved our hair style. ¬†Something tells me they’re about to find out if Becky with the good hair can¬†love them like we did.

Pepsi’s Not Tone Deaf, They’re Assholes

Last week in the can opening heard round the world, Kendell Jenner solved racism in Pepsi’s crap ad posted below–please watch at your own discretion and preferably not while you are eating.

The ad takes the markers of recent civil resistance and boils it down to some musical hipster millennials that conveniently come in a one-of-each variety pack.  As you can imagine, the internet, led by the beacon of black twitter, lost its mind and Pepsi pulled the ad off the air within 24 hours.  A flurry of news coverage and talk show segments roundly condemned the ad as tone deaf, as brilliantly portrayed in this skit on SNL (below).  The week ends with a bunch of high fives as we congratulate ourselves on a moment of shared outrage across racial lines.  We can all agree here–tone deaf.

But you know your girl here has a different opinion.  I disagree that Pepsi was tone deaf. And SNL’s skewering of the ad? It seems to portray the ad’s producers as hapless creatives who didn’t listen to their black friends–of course, they couldn’t be expected to see the problem on their own, and of course, there was no ill intention.  That’s not a skewering, that’s an excuse.

Pepsi has a long history off co-opting outsider youth culture and dragging it into the mainstream, redefining it for the masses in the process.  More than mere celebrity endorsements, Pepsi’s slogan of Pepsi Generation, and later Generation Next specifically seeks to align itself with and define youth culture. Ads like those starring Brittany Spears or Michael Jackson intentionally seeks to mirror a more mainstream, palatable and- profitable–version of whatever that year’s young people like.

Whether it is the hippies of the 70’s, the magic of Michael Jackson in the 80’s or even the girl power of the Spice Girls in the 2000’s Pepsi’s brand is all about creating a reductionist version of youth culture to sell to sugar water to the masses. Decade after decade, Pepsi has traded on what young people think is cool, targeting products at various youth subcultures–like Mountain Dew for motor-bikers.

What’s more, Pepsi also has a long history of targeting black consumers.  In the 1940’s Pepsi even had a negro marketing department, according to this fascinating article about how soda is racist af.   So no, Pepsi is not tone deaf, they are crafty, capitalizing on the very cultures they misrepresent and have been for decades.

And that brings us back to this latest disaster of social-justice-y porn.  In the Kendall Jenner ad, Pepsi hits every corner of a very diverse youth demographic–every race, a good mash up of random instruments and dance steps, a Muslim woman–enamored of course with Kendell’s stunning display of white feminism–hipsters with and without beards, gentrifiers with and without signs, and activism decidedly without any ideology. Pepsi sucked the life, passion and meaning out of the very real revolution happening in this moment of time and turned it into a moving stock photography image.  But taking the depth, meaning, and messiness out of life to sell product isn’t going to stop with this one ad getting taken down.  Look around you.  Everywhere advertisers are cashing in on our deepest feelings and most fervent hopes.  As altruism, connection, activism, and awareness have become trending ways of being, advertisers are increasingly using these most meaningful qualities to sell shit.

This State Farm ad is touching and heartwarming, and like the Pepsi ad features a diverse cast of characters starring a white savior with the power to transform the life of the poor, downtrodden, and brown.  While this ad is moving and inspiring as opposed to Pepsi’s abomination, both ads seek to use your positive feelings towards creating a better world to sell you product.  Both ads ignore any structural analysis of what social movements are seeking to disrupt.  Both ads put the power of individual white people as the simple answer that can eradicate widespread social injustice. Pepsi’s ad went too far and was condemned, but the State Farm ad was embraced

Ads selling us back the very essence of who we are are everywhere. When ads with social themes are done poorly, it’s good to see that consumer pushback can force advertiser accountability.  When they are done carefully, they make us smile, feel nice–and buy more.  In order to have broad appeal, the complex and controversial edges of life are sanded off in favor of a lighter, happier look at our world–one where products can often solve the worst problems in 30-60 seconds. Staying woke means making sure that you don’t allow capitalism to sell you back your fight against capitalism and other unfair systems.  Now that Pepsi has your twitter fingers warmed up, stay on the look out for capitalists in activists’ clothing.