Pepsi Max recently launched a very controversial ad campaign.
Developed by BBDO Dusseldörf, it depicts three variations of a suicidal calorie. In one, the calorie has a noose around its neck and a puts a bullet to its head; in another, it is strapped to a bomb and slitting its wrists. The third has the calorie setting itself on fire while a bucket of acid dangles over its head.
I personally find it very harsh and quite provocative from Pepsi, especially considering it was reiterated several times…
Several suicide intervention groups have obviously called for the withdrawal of such advertising.
The result: Pepsi apologises to consumers through various social media.