American Family Association, a self-righteous Christian group, threatened to have his AFA Journal's 380,000 subscribers boycott Pepsi until the company bowed to his demands. From his home base in Tupelo, Mississippi, Wilmond demanded that Pepsi nullify their deal with Madonna because their commercial is "putting Madonna up as a clean, wholesome role model" while her video is busily "ridiculing Christianity." Wildmond had just cut his teeth of a boycott of Martin Scorsese's film The Last Temptation of Christ, and he was primed and ready for a holy war with a soda pop company.
Stymied Pepsi spokesman Tod McKenzie tried to deflect the negative press. "Why isn't he going after the video?" he asked with bewilderment. "Why has he targeted really an innocent, wholesome commercial people have responded favorably to?" Oddly enough, the Pepsi executives didn't think to ask for a view of Madonna's video prior to its airplay on MTV. According to McKenzie, "We had no right."
Pepsi immediately put a hold on further broadcasting of the Madonna commercial until they could see which way the cards were going to fall. Next, a Catholic bishop from Texas, Rene Gracido, jumped into the fray and labeled Madonna's video offensive. Hot-headed Gracido not only called for a boycott of Pepsi but of its other holdings as well -- including multimillion-dollar fast-food restaurants Taco Bell, Pizza Hut, and Kentucky Fried Chicken.
To put the frosting on the cake, Catholic groups in Italy started to protest. When a statement from the Pope was released by the Vatican that banned Madonna from appearing in Italy, Pepsi finally had to make a decision.