Read the following case and assess the several concepts and Characteristics from the field of Management that the case illustrates. Justify using instances from the case.

COMMUNICATION GONE WRONG

PepsiCo was established in 1965 with the merger of the Pepsi-Cola Company and Frito-Lay, Inc. The recipe for the first cola drink was developed by Caleb Bradham in North Carolina, in 1880. When his drink became popular, he established the Pepsi-Cola company in 1902. In April 2017, PepsiCo. Inc. (PepsiCo) launched a campaign titled Live for Now - Moments in an attempt to portray its carbonated soft drink Pepsi as a millennial friendly brand. The protest themed advertisement with 21-year-old super model Kendall Jenner in it, however, faced a backlash, with several people criticizing it for its insensitive approach and for the improper execution of the message in the campaign. In the ad, Jenner was shown participating in a photo shoot and then joining up with protestors and approaching a cop with a can of Pepsi. Critics took to social media to bash the ad as a sleazy attempt to co-opt political activism just to increase sales. Many Twitter users also criticized the ad for being tone deaf, saying it trivialized real-life protests where several people lost their lives. The ad was also roasted badly for showing Pepsi as a solution to any major social or political issue. A user posted, "So we should just give Putin & Assad & Trump a can of Pepsi & everything will be fine?" Another posted, "Shame on you @pepsi for such a tasteless ad". Pepsi was also slammed for casting Jenner, who was considered a misfit in an ad primarily portraying a protest similar to the Black Lives Matter (BLM) movement.