Coca-Cola Addresses Claims It Hired Kendall Jenner For Ad That Defies Guidelines
By Mikelle Leow, 20 Jun 2019
Images via Coca-Cola and BAKOUNINE / Shutterstock.com
Kendall Jenner was recently captured walking around a New York bodega in a tight-fitting orange dress with a matching can of Coca-Cola in hand, spurring audiences to believe that she had leveraged the paparazzi to create free advertising for the cola company.
What strikes as most suspicious to social media users is that the said beverage happens to be Coca-Cola’s newly-released ‘Orange Vanilla’ flavor. Somehow, it paired perfectly with her strappy dress.
The fact that she was cast in a controversial Pepsi commercial in 2017 that was promptly taken down didn’t help things either, as it could suggest she was starting afresh with Pepsi’s direct rival.
Jenner herself uploaded a snapshot showing what looks like CCTV footage of her purchasing the soda on Instagram.
Fashion watchdog Diet Prada, which uploaded paparazzi shots of Jenner carrying the cola, questioned, “Was this color harmony a coincidence, or have Jenner and Coca-Cola been scheming to skirt around the FTC’s social media advertising guidelines?”
For context, the Federal Trade Commission’s (FTC) Endorsement Guides forbid influencers and brands from concealing sponsored uploads as genuine posts. This is to combat a transparency problem rampant on social media; the general public should not be fooled into buying a product or service because of a celebrity’s review that is really an ad in disguise.
“The legal responsibility for disclosing the relationship between an influencer and a brand is a two-way street,” the FTC wrote in a blog post. “Influencers should clearly let people know about that connection and marketers have an obligation to make sure they do—usually by educating their influencers and monitoring what the influencers are doing on their behalf.”
Coca-Cola has addressed claims about Kendall Jenner possibly being hired for a product placement advert of the new beverage. Telling Refinery 29, a spokesperson confirms, “Kendall Jenner is not paid by Coca-Cola and this was not a paid placement.” The company adds that “an ice-cold Coke” is the perfect choice of drink for summer, “and clearly Kendall agrees!”
Kendall Jenner seems to really love the drink, then, and fans might too.
View this post on Instagram
# Ad? Short-lived Pepsi spokesmodel @kendalljenner made a glamorous bodega run in NYC yesterday to grab a can of Coke. It wasn’t just any Coke though... The most recently launched Orange Vanilla flavor she chose happened to be just a couple Pantone shades away from perfectly matching her dress. Surely enough, images of her with the beverage were soon splashed over the web. Was this color harmony a coincidence or have Jenner and Coca-Cola been scheming to skirt around the FTC’s social media advertising guidelines? 🤔 ⠀⠀⠀⠀⠀⠀⠀⠀⠀ 📷: Getty Images ⠀⠀⠀⠀⠀⠀⠀⠀⠀ H/t: @lexcarthur ⠀⠀⠀⠀⠀⠀⠀⠀⠀ • #kendall #kendalljenner #kardashian #kuwtk #orange #model #coke #cocacola #orangevanilla #soda #beverage #bodega #matchymatchy #pantone #nyc #paparazzi #wiwt #ootd #dress #slinky #bodycon #tankdress #dietprada
A post shared by Diet Prada ™ (@diet_prada) on
[via Refinery 29, images via various sources]
More related news