Complete Case details are given below :
Case Name : Mountain Dew: The Most Racist Soft-drink Commercial in History?
Authors : Jana Seijts, Paul Bigus
Source : Ivey Publishing
Case ID : W13313
Discipline : Marketing
Case Length : 07 pages
Solution Sample availability : YES
Plagiarism : NO (100% Original work)
Description for case is given below :
PepsiCo faces criticism after releasing a series of online advertisements for Mountain Dew that featured an angry Mountain Dew-drinking goat, a battered white woman on crutches and the goat in a police lineup of all black men. Critics are offended by the advertisement’s portrayal of violence toward women and racial stereotypes. As the public outcry spreads, Mountain Dew’s senior brand manager needs to devise a course of action or risk damage to one of its billion-dollar brands.
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