I wrote this one before the US air strikes in Syria, but a new find on Twitter, Chloé Simone Valdary, highlights Pepsi’s misstep.

That quip wouldn’t have worked as well with Coke or Axe or most other retail morality brands because they remained abstract enough to make the connection too forced. Pepsi’s promo does not suffer from such ambiguity.

Teacher of life admin and curator of commentary. Occasional writer.