1. How powerful were both the financial and social risks Pepsi took in choosing to create an ad featuring Kendall Jenner in response to the Black Lives Matter (BLM) movement? (i.e., what do you think Pepsi's intentions were and do you think they could've anticipated the response they received?) 2. What was the initial reaction to the Pepsi ad itself on social media from consumers? Please capture screenshots of Kendall Jenner's response and post in the assignment document. 3. As the social media uproar built as people viewed the ad and responded with conversations about Pepsi's now- viral marketing campaign, what was Pepsi's initial response on social media? (hint: their first response was not well received online) Please capture screenshots of Pepsi's initial response and post in the assignment document. 4. How was that first response received by consumers? Please capture screenshots of consumer reactions to Pepsi's initial social media response and post in the assignment document. 5. How did Pepsi respond on social media (aside from pulling the ad) when it was clear consumers were still unhappy? Please capture screenshots of consumer reactions to Pepsi's subsequent social media response and post in the assignment document. 6. In what ways do you believe that Pepsi's responses on social media-- and ultimately pulling the ad-- strengthened their brand for some or weakened it for others? 7. As an influencer herself with her own personal brand to protect, how did Kendall Jenner respond to the public? Why, or why not, do you think this was warranted? Please capture screenshots of Kendall Jenner's response and post in the assignment document. 8. Overall, how well do you think Pepsi and Kendall Jenner handled the crisis that ensued from the release of the commercial?