PURCHASE, N.Y. – PepsiCo made headlines this week when a newly released Mountain Dew advertisement was said by many to promote racial stereotypes and make light of violence toward women.
PepsiCo, headquartered in Purchase and Somers, told The Associated Press that it immediately pulled the video ad Wednesday when it realized so many people were offended. The ad, which the soda and snack company said was never meant for television, was part of a series developed by rapper Tyler, the Creator.
In one ad, a talking goat beats up a white waitress for not giving him Mountain Dew. The battered woman, now on crutches, later appears in another ad and is asked to identify a suspect in a police lineup of black men and the goat. The goat makes threatening comments at the women, saying, “Ya better not snitch on a playa,” “Snitches get stiches, fool” and “Keep ya mouth shut.” Finally, the woman screams, “I can’t do this!” and runs away. The word “do” apparently refers to Mountain Dew’s “Dew It” slogan, the AP report said.
Mountain Dew was also scrutinized recently when it partnered with Lil Wayne, whose rap lyrics are often deemed violent and offensive.
"We apologize for this video and take full responsibility," a PepsiCo statement said Wednesday, according to the AP. "We have removed it from all Mountain Dew channels, and Tyler is removing it from his channels as well."
Tyler, the Creator’s group issued a statement apologizing to anyone who was offended, adding that the ad was taken out of context.
PepsiCo is not new to celebrity partnerships: Pepsi-Cola, whose world beverage distribution headquarters is based in Somers, currently has a deal with Beyonce.
PepsiCo's headquarters is located at Anderson Hill Road in Purchase. The headquarters of Pepsi-Cola World Beverage is located on Pepsi Way in Somers.
Editor's note: The full video that was deemed offensive was pulled down by PepsiCo. The video above was part of the series.