Summary of The Real Pepsi Challenge
The Inspirational Story of Breaking the Color Barrier in American Business
Copyright © 2007 by Stephanie Capparell
Reprinted by permission of Wall Street Journal Books and Free Press, a Division of Simon & Schuster, Inc., N.Y.
By hiring black executives and tapping the African-American market in 1940, Pepsi staked out new ground in the cola war.
Today, ad posters featuring African-American models are standard corporate practice. But during the 1940s, the Pepsi-Cola Company broke new ground when it ran ads featuring black middle-class families and community achievers. Stephanie Capparell creates an engaging account of Pepsi’s push to integrate its sales staff and customer base. Using insightful interviews and exhaustive research, Capparell provides a detailed portrait of segregation, economic challenges and corporate intrigue. Given the book’s vast amount of information, a timeline and a list of key players would have helped readers navigate the crowded cast of executives and events. But that’s a minor oversight in an otherwise excellent book. getAbstract highly recommends this intriguing saga to all students of corporate history, sales, advertising and racial politics.
In this summary, you will learn
- How Pepsi broke the color barrier in executive hiring in the U.S.;
- Why companies finally began to reach out to the $10 billion African-American market; and
- How politics and pressure finally got Coke to follow Pepsi in advertising to black Americans.
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