Pepsi and the roots of multicultural marketing

01/9/2007 | Wall Street Journal, The

In 1947, the Pepsi-Cola Co., as it was then known, hired Edward F. Boyd of the National Urban League to lead a national sales force designed to promote Pepsi to blacks across America. At the time, the purchasing power of black Americans, estimated at $10 billion, went largely ignored by mainstream marketers. The work of this pioneering team is remembered in the book, "The Real Pepsi Challenge."

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