From NPR's News & Notes, May 4, 2007

· In 1947, Edward F. Boyd led an all black sales team for Pepsi that helped raise the brand's profile in black communities across the country. Tony Cox remembers the man who faced a unique, racial "Pepsi Challenge," and, in the process, set the standard for black marketers for his entire industry. [Listen here]

Mr. Boyd passed on April 20, 2007. He will be missed.

New Book Released!!!

"The Real Pepsi Challenge: The Inspirational Story of Breaking the Color Barrier in American Business" (Wall Street Journal Books/Free Press; New York, 2007)

In America's long march toward racial equality, small acts of courage by men and women whose names we don't recall have contributed mightily to our nation's struggle to achieve its own ideals.

This moving book details the story of one such little-noted chapter. In the late 1940s and early 1950s, as Jackie Robinson changed the face of baseball, a group of African-American businessmen -- twelve at its peak -- changed the face of American business by being among the first black Americans to work at professional jobs in Corporate America and to target black consumers as a distinct market.

The corporation was Pepsi-Cola, led by the charismatic and socially progressive Walter Mack, a visionary business leader. Though Mack was a guarded idealist, his consent for a campaign aimed at black consumers was primarily motivated by the pursuit of profits -- and the campaign succeeded, boosting Pepsi's earnings and market share. But America succeeded as well, as longstanding stereotypes were chipped away and African- Americans were recognized as both talented employees and valued customers. It was a significant step in our becoming a more inclusive society. [an error occurred while processing this directive]


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