The Pardu

The Pardu
Watchful eyes and ears feed the brain, thus nourishing the brain cells.
Showing posts with label TYLER. Show all posts
Showing posts with label TYLER. Show all posts

Thursday, May 2, 2013

Pepsi, Mountain Dew, Racist/Misogynic Ad, And "Corporations Are People My Friend."

Yet another example of the pure fallacy of the mantra, "Corporations are people, my friend." 

The number two soft drink and food products producer worldwide was forced to retract an advertisement released this week via its Mountain Dew sub-unit. The advertisement was historically and overtly racist. I am certain the ad will be studied for centuries as a prime example of corporate callousness and sensitivity coupled with a singular focus on revenue.

Here’s the video
How can a consumer products corporation, so poorly managed its corporate responsibilities related to a segment of its stakeholders? There is no stakeholder that is more important to maintaining a responsible,  productive and viable business concern than attention to the customer. 

According to Addictinginfo's Elizabeth Parker, Pepsico's soft drink target market has a demographic that may have contributed to the racist and classless advertisement.
"And what does this ad say about Mountain Dew’s target audience? Which — according to Business Week — are young black and Latino males, ages 18-24."
The soda's new campaign uses rapper Lil Wayne—known by his nickname 'Weezy'—to help draw more diverse and urban drinkers
The soda's new campaign uses
rapper Lil Wayne—known by his nickname
 'Weezy'—to help draw
 more diverse and urban drinkers
Apparently, Mountain Dew has never broken into the stated demographic.  How does Pepsico attack the market?  They contract with young hip-hop (Rappers) who, unfortunately, have major appeal among today's youth.  Pepsico hires a well known rapper with a persona that makes me wonder about Pepsico's commitment to social responsibility. When a company hires the likes of Lil Wayne to facilitate sales to a target market, that corporation wears a profit only motive collar while using social responsibility as toilet paper for its executives.

How about few images of the "Deweezy" who recently suffered an emergency room overdose form a concocted drink.  We might assume the drink includes a controlled substance.

Now an example DEWEEZY lyrics... 
"Pop a lot of pain pills/Bout to put rims on my skateboard wheels/Beat that p*ssy up like Emmett Till".
"Lil Wayne takes the liberty of turning the mutilated face of Emmett Till into a weary s*x organ, ridiculing the agony experienced by this young man many years ago."
Murdered in Mississippi at age fourteen.

If Pepsico will contract Lil Wayne as a spokesperson/pitchman, it is clear the corporation [laces profits will beyond all else. 

Pepsi is by far the preference soft drink brand for millions. The brand is especially a preference brand for younger generations.  A Google search to locate the images and lyrics above generated 40,5000,000 "hits" in seconds. 

Pepsico also has a history in the black community that is almost second to none as I recall brand loyalty and niche marketing activities in target markets. An example of Pepsico's marketing in the black community is clear in the  Circa 1950s advertisement (to the right).   The days of such wholesome and family oriented ads are long gone.  Pepsico should be given accolades for recognizing and leveraging the Black community as a target market well back into the late 1930s and early 1940s.

Pepsi's rich history of marketing in the black community.
Walter Mack served as the president of Pepsi-Cola Company from 1938 until 1951. Mack was far ahead of his time (and his peers) in recognizing the economic power of black consumers. 

It was under his direction that Pepsi kicked off the “cola wars” with a focus on hiring African-American sales executives. He began by hiring Herman Smith in 1940, who was an ad man “from the Negro newspaper field” to help promote Pepsi in African-American communities. By 1948 there were 12 African-American executives selling Pepsi nationwide from corporate headquarters. Remember, this was during the pre-civil-rights era.
Coca-Cola on the other side of the soft drink spectrum virtually ignored the 'black community' as a target market. After Coke and Pepsi fought back and forth in what can only be called cola wars (changes in soda mix formula), Pepsi continued lagging Coke in sales and market-share and need a marketing variable that for that time period was outside-of-the-box.

Elizabeth Hale, "When Jim Crow Drank Coke" New York Times Opinion Page.
Still behind in 1940, Pepsi’s liberal chief executive, Walter S. Mack, tried a new approach: he hired a team of 12 African-American men to create a “negro markets” department. 
By the late 1940s, black sales representatives worked the Southern Black Belt and Northern black urban areas, black fashion models appeared in Pepsi ads in black publications, and special point-of-purchase displays appeared in stores patronized by African-Americans. The company hired Duke Ellington as a spokesman. Some employees even circulated racist public statements by Robert W. Woodruff, Coke’s president. 
The campaign was so successful that many Americans began using a racial epithet to describe Pepsi. By 1950, fearing a backlash by white consumers, Pepsi had killed the program, but the image of Coke and Pepsi as “white” and “black” drinks lingered.
[The Racial Slur Data Base: Pepsi "Empty from the neck up. Stereotypical soft-drink of choice (considered quite insulting)."]

Times for the market diversity pioneer has surely passed into a land of "Milk and Honey" to a landscape of vulgarity, misogyny and shame.

The Business Insider War Room in 2011, published about the continued cola war between Coke and Pepsi. The Insider piece starts to bring to focus a key factor in the recent Pepsi market and advertising flop.
The fierce brand loyalties of Coke vs. Pepsi are a marvel of American marketing. 
Slightly older, Coca-Cola was always the dominant brand. 
Pepsi gained market share in the middle of the century with a series of ad campaigns. In 1975 the first Pepsi Challenge claimed that people preferred Pepsi in a blind taste test. The brand was also marketed as the soda of the new generation, with celebrity spokespeople like Michael Jackson.
Do you remember this famous Pepsi commercial?  The commercial was a far cry from Pepsi's Mountain dew advertisement of this week.

Life has changed exponentially since the Michael Jackson commercial.  Pepsico continues to hold the soft drink market leadership among younger soft drinker consumers. Coca-Cola is by far the leading soft drink producer worldwide. How else can Pepsi fight for revenue and market niches other than propping up its existing brands with strategy to move sales into new markets?  Mountain Dew does not have significant market penetration with market segments that are loyal to Pepsi; and Mountain Dew is falling to product life cycle decline. (See below)   The dynamic unfolds as tragic as tragic a set of dynamic as one can imagine.  

Pepsi executives hired none other than....

Tyler the Creator 
.....the create the sickening and disgustingly racist commercial.

Pepsico pulled the commercial after a tsunami of criticism.    

According to Business Insider's Laura Stampler wrote this morning. 
Although Mountain Dew has apologized and pulled the latest installment in rapper Tyler, The Creator's three-part video series after critics said it was "arguably the most racist commercial in history" and downplayed violence against women, Tyler says the company sang a different tune during pitch meetings. 
On Monday, before the controversial third video made headlines, Rap Radar posted a video in which Tyler, The Creator told editor Elliott Wilson how Mountain Dew approached him, heard his crazy pitch, and "they actually liked it."

And, there lies the problem. These young misogynist and guttural young men are leveraging the popularity of a genre and garnering millions. They earn their millions from young people (predominantly) from all races and people of national origin. I will admit to a bit of disgust when I hear MSNBC host airing Rap music before and during segue to commercial, but I suppose there is a reason for such. The genre is disgusting and no matter the "clean" rapper, their message more often than not is lost in bad company. Numerous arrests, convictions, gun charges drug overdoses and misogyny, all equal "bad company."

When corporations lower themselves to use of popular yes despicable characters, the corporation ultimately suffers.

I know you have read it before and I offer it again. 

A wise woman told me once, "Son, when you wallow in a pig pen with a pig, the pig is happy. The pig has you wallowing in its filthy pen, and now YOU STINK."

Pepsico and Mountain Dew, stink!
Mountain Dew becomes a Product Life Cycle drag on market performance, thus revenue.  

01 - $ Share YOY
 02 - $ Share Per CSD Brand 2011
And there is the recipe for corporate sponsored racism.  How better to facilitate such racism while keeping one's hands clean than via contracting the less respectful with cult followings via hip-hop? 

Revenue, market performance, executive bonuses and jobs led to the Goat Commercial! No, Mitt Romney, corporations are not people. It is a state chartered entity that is a necessary vehicle for economic success in all industrialized and most non-industrialized societies. Let there be no doubt,  however, that people run corporations  and people make both good and bad decisions. The corporation Pepsico did not ok the development of the Goat commercial.  People approved the racist ad and people made the misogynic/racist ad.

Pepsi and Mountain Dew have joined other major corporations in crossing the line of human indecency and corporate disgust.


Tuesday, December 11, 2012

Anonymous: Introduces CODE TYLER


"Anonymous took the same approach as taken several times before: decentralize. So began Anonymous’s “Project Mayhem” which has produced TYLER: Now instead of a single target, every single machine connected to Tyler will become a hub. Millions of machines, all churning over and handling the data. It is a nightmare scenario for any group or agency seeking to hide its secrets. No longer will there be a large rat to target, but millions of scurrying cockroaches, any single survivor enabling the reconstruction of the entire network.

The actions against Wikileaks have, instead of prevented the leaking of sensitive data, now made the leaking of that data now a trivial occurence, done by anyone in a matter of minutes, all in complete anonymity. The concerns over another Bradley Manning, being held for releasing secret documentation, are almost trivial, since  it will be next to impossible to track when the next Private Manning comes along. It has now become no longer a matter of if, but when."

Full Story:
We have reported from time to time on the Hacktivist Group called Anonymous.  Recent claims by Anonymous of infiltration and stifling of Karl Rove's ORCA polling system was posted, here, with a great deal of glee.   Thom Hartmann reported on the Anonymous claim, along with many other sources. The hackivist group has also been reported to have hacked into defense department computers systems. While some reports are "claims" and other reports come in the form of news, we feel comfortable Anonymous aligned very effectively with last years Occupy Wall Street Movement. We believe the alignment dates back to OWS roots in Canada, thus pre-dating the Occupy settlement in New York City.

Our work has been primarily to report. Other than our glee with reports of possibly taking down Rove's ORCA, we have practiced hands-off opining on many Anonymous news stories.  After the ORCA story, there are new rumbles from the Hackivist group.   The rumbles appear to show a bit of a kerfuffle between Wikileaks (often an organizations that Anonymous works to defend).

According to RT Dot Com, Anonymous is developing or has developed its own form of WIKILeaks.
The hacktivist collective Anonymous will reportedly launch TYLER – a 'secure, no cost and decentralized' online leaks release platform to circumvent problems inherent in WikiLeaks - on the day many (and Mayans) believe to be the end of the world.
Despite early support of Wikileaks and its founder Julius Assange, recent developments appear as a divide. (see link below for details (A great read..."by requiring payment")

According to unnamed hacker, the conflict between Anonymous and Julian Assange’s whistleblowing site revolves around the coercive fund raising techniques and a lack of transparency regarding WikiLeaks finances. 

Previously, Anonymous has been a longtime advocate of WikiLeaks and its founder Julian Assange, vocally supporting the website’s mission of sharing secret data, news leaks, and classified information with the public. 

However, information recently posted by Anonymous on says WikiLeaks "has chosen to dishonor and insult Anonymous and all information activists" by requiring payment to view documents it previously made available for free. 

But Anonymous is not a structured group with a defined leader – and the identity of the people behind the posts slamming WikiLeaks for asking for donations and various Twitter usernames remains unclear. The uncertainty has left many wondering whether these opinions represent the group as a whole, or just a few scattered members.
Tumblir Dot Com...has an interesting piece on CODE TYLER.

Anonymous - Project Mayhem 2012 (CODE TYLER)
Imagine we purchase a USB drive.Imagine we take it to our workplaces.Imagine we pretend we have to work late hours.Imagine we accumulate all sort of evidences about illegal deeds.

Anonymous - Project Mayhem 2012 (CODE TYLER)

Imagine we purchase a USB drive.

Imagine we take it to our workplaces.

Imagine we pretend we have to work late hours.

Imagine we accumulate all sort of evidences about illegal deeds.

 As I was seeking more information about the story, I ran across yet another ANONYMOUS Video.  (2:19 minutes)

A midst the disguised faces, use of electronically altered or computer generated voices, and probably a wealth of 'false lead' data plants to word off detection, it is interesting to follow the 'goings-on' in the hackivist and information leaks world.  

We find it also very unfortunate 'money', 'capital', or 'donations' may have come between two groups with a focus on , "Keeping-em-clean" (Our words).

Let's hope for the very best with TYLER and let's hope issue related to donations subside and do not stop the flow of information we would have no access to if left without a credible whistle-blower entity and a hackivist group with a history of working on the right side if history.