The Herald Bulletin

Evening Update

Nation & World

May 2, 2013

Mountain Dew ad pulled after criticism

NEW YORK — PepsiCo is once again learning the risks of celebrity partnerships after an ad for Mountain Dew was criticized for portraying racial stereotypes and making light of violence toward women.

The soda and snack food company said it immediately pulled the 60-second spot after learning that people found it offensive. The ad was part of a series developed by African-American rapper Tyler, The Creator, and depicted a battered white woman on crutches being urged to identify a suspect out of a lineup of black men.

A goat character known as Felicia is included in the lineup and makes threatening comments to the woman, such as "Ya better not snitch on a playa" and "Keep ya mouth shut."

The woman eventually screams "I can't do this, no no no!" and runs away. The word "do" is in apparent reference to the soft drink's "Dew It" slogan.

Mountain Dew, known for its neon color and high caffeine content, is generally marketed to younger men and sometimes attempts to have edgier ads. But the controversy over its latest spot illustrates the fine line that companies must walk when trying to be hip.

In fact, Mountain Dew also was criticized recently because of its endorsement deal with Lil Wayne, whose rap lyrics compared a rough sex act to the tortuous death of Emmett Till, a black teen who was murdered in 1955 for allegedly whistling at a white woman. Last month, Reebok also ended its relationship with Rick Ross after he rapped about giving a woman a drug to have his way with her.

Laura Ries, president of Ries & Ries, a marketing firm based in Atlanta, said companies that want the "street cred" of a celebrity may end up losing control of the message they want to convey.

Text Only
Nation & World
  • Perdue defeats Kingston in Georgia Senate runoff

    Businessman David Perdue has defeated longtime Rep. Jack Kingston in the Republican runoff for Georgia's U.S. Senate nomination, setting up a nationally significant general election matchup against Democrat Michelle Nunn.

    July 22, 2014

  • New arrest linked to gun used after Boston attacks

    A friend of Boston Marathon bombing suspect Dzhokhar Tsarnaev is believed to have provided the handgun used to kill a Massachusetts Institute of Technology police officer during the manhunt, people with knowledge of the investigation said Tuesday.

    July 22, 2014

  • California firm issues nationwide fruit recall

    A Central California company is recalling specific lots of its fresh peaches, plums, nectarines and pluots sold nationwide over concerns of possible listeria contamination.

    July 22, 2014

  • Obama nominee McDonald pledges to 'transform' VA

    President Barack Obama's choice to lead the Department of Veterans Affairs pledged Tuesday to transform the beleaguered agency, saying that "systematic failures" must be addressed.

    July 22, 2014

  • Obamacare hit by ruling, but subsidies to continue

    President Barack Obama's health care law is enmeshed in another big legal battle after two federal appeals courts issued contradictory rulings on a key financing issue within hours of each other Tuesday.

    July 22, 2014

  • US airlines scrap Israel flights over missile fear

    Two U.S. airlines cancelled all flights to Israel until further notice, after a rocket landed near Tel Aviv's Ben Gurion Airport.

    July 22, 2014

  • Detroit retirees back pension cuts by a landslide

    A year after filing for bankruptcy, Detroit is building momentum to get out, especially after workers and retirees voted in favor of major pension changes just a few weeks before a judge holds a crucial trial that could end the largest public filing in U.S. history.

    July 22, 2014

  • US stock futures climb as earnings reports roll in

     U.S. stock futures pointed higher early Tuesday as more corporate earnings rolled in. Shares in the restaurant chain Chipotle and the cable company Comcast surged after they reported results that were better than Wall Street expected.

    July 22, 2014

  • Hopkins settles pelvic exam suits for $190 million

    Johns Hopkins Hospital has agreed to a $190 million settlement with more than 8,000 patients of a gynecologist who secretly photographed and videotaped women's bodies in the examining room with a pen-like camera he wore around his neck, lawyers said Monday.

    July 21, 2014

  • Train with plane crash bodies leaves rebel town

    A refrigerated train bearing the bodies of many of the 298 people killed in the Malaysia Airlines plane disaster pulled away Monday afternoon from a rebel-held town in eastern Ukraine.

    July 21, 2014

More Resources from The Herald Bulletin
AP Video
Judge Ponders Overturning Colo. Gay Marriage Ban Airlines Halt Travel to Israel Amid Violence NYPD Chief Calls for 'use of Force' Retraining VA Nominee McDonald Goes Before Congress Bush: Don't Worry, Sugarland Isn't Breaking Up US Official: Most Migrant Children to Be Removed Police Probing Brooklyn Bridge Flag Switch CDC Head Concerned About a Post-antibiotic Era Raw: First Lady Says `Drink Up' More Water Courts Conflicted Over Healthcare Law Holder Urges Bipartisanship on Immigration Raw: Truck, Train Crash Leads to Fireball US Airlines Cancel Israel Flights Obama Signs Workforce Training Law Crash Victims' Remains Reach Ukraine-held City Diplomatic Push Intensifies to End War in Gaza Cat Fans Lap Up Feline Film Festival Michigan Plant's Goal: Flower and Die Veteran Creates Job During High Unemployment
Parade
Magazine

Click HERE to read all your Parade favorites including Hollywood Wire, Celebrity interviews and photo galleries, Food recipes and cooking tips, Games and lots more.
Hyperlocal Search
Premier Guide
Find a business

Walking Fingers
Maps, Menus, Store hours, Coupons, and more...
Premier Guide
Helium debate
Helium