Pepsi apologises after Wild Cherry post sparks backlash over consent reference

New Delhi: Pepsi has apologised and deleted a social media post promoting its Wild Cherry variant after the copy was widely criticised for appearing to make light of consent, triggering backlash online and reigniting conversations around the risks of edgy brand humour on social media. The now-deleted post read, “Pepsi Wild Cherry is what happens when regular cherry stops asking permission.” While the brand seemingly intended to position Wild Cherry as a bolder, more rebellious version of its classic cherry flavour, many users interpreted the phrase “stops asking permission” as an insensitive reference to non-consensual behaviour. Screenshots of the post quickly spread across social media, fuelling criticism even after it was removed. Not everyone viewed the post negatively. Some social media users came to Pepsi's defence, suggesting that the message was meant to encourage individuality and imply that one does not need permission to be themselves. However, amid the mounting backlash, Pepsi issued a public apology, stating, “Our recent Wild Cherry post landed in a way we never intended. We hear you, we're sorry, and the post has been deleted.” The incident has since become a talking point, with users questioning how the copy cleared internal review processes at one of the world's largest consumer brands. In recent years, marketers have increasingly embraced witty, irreverent and meme-driven communication to improve engagement. However, the Pepsi episode underscores how language intended to convey irreverence can be interpreted very differently when it touches on culturally sensitive subjects.