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Pepsi
Edward Boyd, the advertising guru who made Pepsi-Cola a household name in black homes
In the 1960s, the black market was largely ignored by most national corporations. However, Edward Francis Boyd, a pioneering black advertiser, played a key role in helping Pepsi-Cola penetrate this market. He capitalized on the privileged position he had at Pepsi-Cola to fight the systemic racism and stereotypical frames black consumers were placed in. Employed…
