Pepsi has apologised for a social media post that appeared to trivialise consent and sexual assault. The company's attempt to be provocative backfired, with the post causing controversy on Threads and other platforms.

The offending message read: 'Pepsi Wild Cherry is what happens when regular cherry stops asking permission.' Many interpreted it as making light of rape, highlighting the dangers of brands playing with edgy or potentially harmful content.

It's not the first time Pepsi has faced backlash for attempting to be edgy. In 2015, its Kendall Jenner campaign was widely criticised for trivialising social justice issues. Major brands often struggle to balance edginess and sensitivity, as evidenced by similar missteps from Bud Light, Belvedere Vodka and Bumble.

The incident underscores the fine line between creativity and carelessness on social media. In an era of rapid content sharing, any wrong move can quickly spiral out of control. Pepsi's quick response to delete the post and issue an apology was appropriate, but the damage had already been done.