Earlier this week, Pepsi released (and then promptly pulled) a tone-deaf soda ad featuring Kendall Jenner.
The controversial ad put Jenner at the center of a fake protest and made her the face of resistance.
Although it's unclear what cause the marchers are demonstrating for in the ad, scenes of the "movement" are undeniably similar to the recent protests against police violence, cruel immigration policies, and sexist legislation.
The ad makes light of real issues that affect real people's lives and threaten their civil liberties. Because according to Pepsi, Jenner is the answer to all of these issues — all she has to do is give a police officer a can of Pepsi.
As if it were that simple.
At first, Pepsi tried to defend the insensitive ad.
"[The ad] showcases a moment of unity, and a point where multiple storylines converge in the final advert," Pepsi told Teen Vogue. "It depicts various groups of people embracing a spontaneous moment, and showcasing Pepsi's brand rallying cry to 'Live For Now,' in an exploration of what that truly means to live life unbounded, unfiltered and uninhibited."
But as the backlash increased, Pepsi ultimately decided to pull the ad and issued an apologetic response.
The soda brand said in statement on Wednesday:
"Pepsi was trying to project a global message of unity, peace and understanding. Clearly, we missed the mark, and we apologize. We did not intend to make light of any serious issue. We are pulling the content and halting any further rollout."
Pepsi apologized for "putting Kendall Jenner in this position," but many people felt the reality star still needed to take responsibility for her involvement in the ad.
Fans anxiously waited to hear Jenner's response to the offensive ad.
But instead of issuing a verbal response, Jenner simply deleted every social media post related to the ad as though it never happened.
When the commercial was first released, Jenner excitedly posted tweets promoting the campaign and shared behind-the-scenes Instagram shots.
But as the criticism poured in, Jenner silently cleaned up her Twitter and Instagram. She rid her accounts of any content related to the ad — including several congratulations that applauded Jenner for being the first model to star in a global Pepsi campaign since Cindy Crawford.
The only remaining Pepsi tweet on Jenner's account is a photo of Cindy Crawford decked out in soda gear.
“Goals," Jenner wrote.
Her mother, Kris Jenner, also deleted her tweet that expressed how "proud" she was of Jenner and the commercial.
“So proud of you, Kendall Jenner!” the Kardashian matriarch said in the now-deleted tweet. “Thank you Pepsi for choosing Kendall to be the face of your new campaign!”
Jenner has yet to issue a formal statement on the commercial.
Deb Gabor, CEO of the brand strategy consultancy Sol Marketing, told Revelist that she thinks Jenner should reconsider her approach.
"Jenner's complete eradication of backlash about the commercial from her social media presence smacks of a lack of professional maturity and maybe some bad PR advice," Gabor explained. "If she wants to protect her brand, she should take swift action to proactively communicate a sincere apology to her fans and Pepsi customers and share an authentic point of view of how this event went terribly wrong — without throwing Pepsi under the bus."
Pepsi may try to "defend" Jenner, but she needs to acknowledge the role she had in the creation of the commercial.
Jenner is a 21-year-old adult woman perfectly capable of making her owns decisions. She agreed on the concept, was paid for her involvement, and now needs to step up and take responsibility.
Deleting a string of tweets is not an apology.