Kendall Jenner’s consumer-driven message of unity has stirred up a good amount of dissent on its own.

Jenner’s new protest-themed Pepsi ad was shredded to bits on social media Tuesday, by critics who believed that Jenner and Pepsi were appropriating protest culture to shill soda.

In the commercial, Jenner, a blonde wig perched atop her head, poses for a photo shoot as sign-carrying marchers take to the street.

Encouraged by one of the marchers, Jenner pulls the wig from her head, strides through the crowd, and brings peace to the raucous scene by handing a police officer a can of Pepsi.

Responses to the ad were anything but peaceful. The Huffington Post's headline summed up the reaction: "Kendall Jenner's New Pepsi Ad Is So Tone-Deaf It Hurts."

The Twitterati were just as displeased:

At least if Jenner ends up eating crow, she’ll have a nice, refreshing beverage to wash it down with.

But Pepsi is standing up for its ad.

In a statement issued to TheWrap, Pepsi said the commercial has “an important message to convey.

“This is a global ad that reflects people from different walks of life coming together in a spirit of harmony, and we think that’s an import message to convey,” Pepsi told TheWrap.