Image source: Associated Press photograph as reproduced by The Hollywood Reporter.
What was the Accusation?
PepsiCo faced reputational scrutiny related to Michael Jackson’s 1984 Pepsi commercial accident, in which pyrotechnics ignited too early during filming at the Shrine Auditorium in Los Angeles and set Jackson’s hair on fire. Jackson suffered serious burns to his scalp and later settled with Pepsi. Although the accident itself was decades old, the case reemerged after Jackson’s 2009 death when footage of the incident leaked publicly. The leaked video created a fresh image problem because it revived questions about corporate responsibility, workplace safety during celebrity advertising productions, and whether the traumatic footage should have been made public. PepsiCo spokesperson Nicole Bradley responded by expressing outrage and sadness over both Jackson’s death and the release of the footage. The company also emphasized its appreciation for Jackson’s recovery and continued relationship with him after the accident, which helped position the company as sympathetic rather than exploitative. The response combined compensation from the original settlement, bolstering through the successful Pepsi-Jackson relationship, transcendence through praise for Jackson’s cultural importance, and shifting responsibility away from Pepsi for the later leak.
Key Apologia Strategies:
Bolstering,
Video
Transcript
“We don’t know how the footage became available. Twenty-five years later, we’d question why anyone would want to share such frightening images. It was a terrifying event that we’ll never forget. We were grateful for Michael’s recovery and for the chance to continue working with him on a number of successful projects. As for Michael as an artist, his music helped us define a generation and, like everyone else, we’re deeply saddened by his passing.”
Sources
Associated Press. (2016). Michael Jackson in a hospital bed [Photograph]. The Hollywood Reporter. https://www.hollywoodreporter.com/wp-content/uploads/2016/11/michael_jackson_hospital_bed_-_embed.jpg
Best Classic Bands Staff. (2026, January 27). Jan. 27, 1984: Michael Jackson burned in Pepsi spot. Best Classic Bands. https://bestclassicbands.com/michael-jackson-pepsi-commercial-1-27-17/
Samoa Global News. (2022, January 27). Today in history: 27 Jan 1984 Michael Jackson burned in Pepsi spot. Samoa Global News. https://samoaglobalnews.com/today-in-history-27-jan-1984-michael-jackson-burned-in-pepsi-spot/
Vozick-Levinson, S. (2009, July 16). Michael Jackson Pepsi accident footage: PepsiCo expresses outrage over leaked video. Entertainment Weekly. https://ew.com/article/2009/07/16/michael-jackson-pepsi-accident-footage-outrage/
