Edward Francis "Ed" Boyd (June 27, 1914–April 30, 2007) was an American marketing executive who was responsible for the marketing of products specifically to African Americans in an era when racial discrimination was rampant and blacks had either been ridiculed or systematically ignored in advertising.^[1] His efforts for Pepsi-Cola pioneered the concept of niche marketing and allowed Pepsi to substantially increase its market share in the black community at the expense of Coca-Cola.^[2] June 27 is the 178th day of the year (179th in leap years) in the Gregorian calendar, with 187 days remaining. ... 1914 (MCMXIV) was a common year starting on Thursday (see link for calendar). ... April 30 is the 120th day of the year in the Gregorian calendar (121st in leap years), with 245 days remaining. ... 2007 (MMVII) is the current year, a common year starting on Monday of the Gregorian calendar and the Anno Domini era. ... Wikibooks has more about this subject: Marketing Look up marketing in Wiktionary, the free dictionary. ... Wikibooks has more about this subject: Marketing Look up marketing in Wiktionary, the free dictionary. ... An African American (also Afro-American, Black American, or simply black) is a member of an ethnic group in the United States whose ancestors, usually in predominant part, were indigenous to Africa. ... An African-American drinks out of a water fountain marked for colored in 1939 at a street car terminal in Oklahoma City. ... Commercialism redirects here. ... The current Pepsi logo Pepsi-Cola (often shortened to Pepsi), is a carbonated cola soft drink manufactured by PepsiCo, and the principal rival of Coca-Cola. ... A niche market is a focused, targetable portion of a market sector. ... Market share, in strategic management and marketing, is the percentage or proportion of the total available market or market segment that is being serviced by a company. ... The wave shape (known as the dynamic ribbon device) present on all Coca-Cola cans throughout the world derives from the contour of the original Coca-Cola bottles. ...

Early life

Boyd was born and grew up in Riverside, California. After high school, he trained at a local opera company and wanted to be a diplomat. After graduating from the University of California, Los Angeles in 1938, he enjoyed a short film career, playing minor roles, often as stereotypical singing and dancing roles which he resented.^[1] During his time in Hollywood, he escorted Hattie McDaniel to the 1939 Academy Awards ceremony when she became the first African American performer to win one.^[3] He later worked for the Screen Actors Guild, was the first African American to work for the Civil Service Commission in San Francisco,^[2] and then worked as a housing specialist for the National Urban League. Nickname: Location in the state of California Coordinates: Country United States State California County Riverside Government  - Mayor Ron Loveridge Area  - City  78. ... The New Opera in Oslo, Norway The Teatro alla Scala in Milan, Italy. ... This page is about negotiations; for the board game, see Diplomacy (game). ... The University of California, Los Angeles, generally known as UCLA, is a public university whose main campus is located in the affluent Westwood neighborhood of Los Angeles, California, United States. ... ... Hattie McDaniel (June 10, 1895 – October 26, 1952) was an African-American actress. ... Although he never won an Oscar for any of his movie performances, the comedian Bob Hope received two honorary Oscars for his contributions to cinema. ... The Screen Actors Guild (S.A.G.) is the labor union representing over 120,000 film actors in the United States. ... Chairmen John Houghton MHK, 2004-date George Waft MLC, 1996-2004 Claire Christian MLC, 1981-1982 Noel Cringle MLC, 1992-1996 This article about the Isle of Man is a stub. ... Nickname: Location of the City and County of San Francisco, California Coordinates: Country United States of America State California City-County San Francisco Government  - Mayor Gavin Newsom Area  - City  47 sq mi (122 km²)  - Land  46. ... National Urban League Logo The National Urban League (NUL) is a nonpartisan civil rights organization based in New York City that advocates on behalf of African Americans and against racial discrimination in the United States. ...

Career at Pepsi

Boyd's advertisement for Pepsi. The young boy is Ron Brown.

When Boyd joined Pepsi in 1947, most U.S. businesses either ignored the African American market or depicted them using ethnic stereotypes such as the "Mammy archetype".^[2] But Walter S. Mack, president of Pepsi at the time, saw the potential of a vast untapped market.^[1] In fact, he had previously established an all-black sales team in 1940, but had to drop it due to World War II. Photo of Ron Brown Ronald Harmon Brown (August 1, 1941 – April 3, 1996), was the first black United States Secretary of Commerce, serving during the first term of President Bill Clinton. ... Ethnic stereotypes in the American media are oversimplified depictions of various ethnic groups in the United States. ... Mammy is a variant of mother, used most prominently by blacks in the Southern United States since the days of the trans-Atlantic slave trade. ... Combatants Allied powers: China France Great Britain Soviet Union United States and others Axis powers: Germany Italy Japan and others Commanders Chiang Kai-shek Charles de Gaulle Winston Churchill Joseph Stalin Franklin Roosevelt Adolf Hitler Benito Mussolini Hideki Tōjō Casualties Military dead: 17,000,000 Civilian dead: 33,000...

Boyd's idea, revolutionary at the time, was to create advertisements that showed black Americans as normal, middle-class people. One such ad featured a smiling mother holding a six pack of Pepsi while her son (a young Ron Brown, who grew up to be Secretary of Commerce^[2]) reaches up for one. Another ad campaign, titled "Leaders in Their Fields", profiled twenty prominent African Americans such as Nobel Peace Prize winner Ralph Bunche. Six-pack has more than one meaning: Six-pack refers to a set of six canned or bottled drinks sold together: aluminum cans are held together by a yoke, and bottles are stored in cardboard carriers with three on either side of a handle in the middle. ... Photo of Ron Brown Ronald Harmon Brown (August 1, 1941 – April 3, 1996), was the first black United States Secretary of Commerce, serving during the first term of President Bill Clinton. ... The office of the U.S. Secretary of Commerce in the mid-20th century. ... Generally speaking, advertising is the paid promotion of goods, services, companies and ideas by an identified sponsor. ... Lester B. Pearson after accepting the Nobel Peace Prize The Nobel Peace Prize (Swedish and Norwegian: Nobels fredspris) is the name of one of five Nobel Prizes bequeathed by the Swedish industrialist and inventor Alfred Nobel. ... Ralph Bunche, photographed by Carl Van Vechten, 1951 Ralph Johnson Bunche (August 7, 1904 – December 9, 1971) was an American political scientist and diplomat who received the 1950 Nobel Peace Prize for his mediation in Palestine in the late 1940s that led to an armistice agreement between the Israelis and...

Boyd also led a sales team composed entirely of African Americans around the country to promote Pepsi. Racial segregation and Jim Crow laws were still in place throughout much of the U.S. and Boyd's team encountered a great deal of discrimination as a result.^[1] Not only did they have to ride on segregated trains and stay in black-only hotels, but they faced insults from Pepsi co-workers and even endured threats from the Ku Klux Klan.^[2] On the other hand, they were able to use racism as a selling point, attacking Coke's reluctance to hire blacks and the support of segregationist Governor of Georgia Herman Talmadge by the chairman of Coke.^[1] As a result, Pepsi's market share as compared to Coke's shot up dramatically. After the sales team visited Chicago, Pepsi's share in the city overtook that of Coke for the first time.^[1] The Rex Theatre for Colored People Racial segregation is characterized by separation of different races in daily life when both are doing equal tasks, such as eating in a restaurant, drinking from a water fountain, using a rest room, attending school, going to the movies, or in the rental or... The Jim Crow Laws were state and local laws enacted in the Southern and Border States of the United States and enforced between 1876 and 1965 and affected African Americans and many other races. ... Members of the second Ku Klux Klan at a rally during the 1920s. ... Manifestations Slavery · Racial profiling · Lynching Hate speech · Hate crime · Hate groups Genocide · The Holocaust · Pogrom Ethnocide · Ethnic cleansing · Race war Religious persecution · Gay bashing Pedophobia · Ephebiphobia Movements Discriminatory Aryanism · Neo-Nazism · Supremacism Kahanism Ku Klux Klan Anti-discriminatory Abolitionism · Civil rights LGBT rights Womens/Universal suffrage · Feminism Mens... This is a list of Governors of the state of Georgia, including governors of the British colony of Georgia. ... Herman Eugene Talmadge (August 9, 1913 – March 21, 2002) was an American politician who served as Governor of the U.S. state of Georgia briefly in 1947 and again from 1948 to 1955, and as a U.S. Senator from 1957 until 1981. ... Nickname: Motto: Urbs In Horto (Latin: City in a Garden), I Will Location in Chicagoland and Illinois Coordinates: Country United States State Illinois County Cook & DuPage Incorporated March 4, 1837 Government  - Mayor Richard M. Daley (D) Area  - City  234. ...

This focus on the African American market caused some consternation within the company and among its affiliates. They did not want to seem focused on black customers for fear that whites would be pushed away.^[1] In a meeting at the Waldorf-Astoria Hotel, Mack, who favored progressive causes and was the impetus for this marketing push, tried to assuage the 500 bottlers in attendance by saying, "We don't want it to become known as the nigger drink."^[3] Boyd understood that those were not Mack's sentiments. "I didn't forget it, but I didn't hold it against him either," he told the Wall Street Journal.^[2] After Mack left the company in 1950, support for the black sales team faded and Boyd was let go. This article does not cite its references or sources. ... The hotels name with a single hyphen is engraved and gilded over the entrance. ... A Bottler is an IRC client (or a plugin for an IRC client) that scans text sent from IRC offer bots such as XDCC offers, and also queries bots for file lists. ... // Nigger is a racial slur used to refer to dark-skinned people, especially those of African ancestry. ... The Wall Street Journal is an influential international daily newspaper published in New York City, New York with an average daily circulation of 1,800,607 (2002). ...

Wall Street Journal writer Stephanie Capparell argues in her book The Real Pepsi Challenge that Boyd faced a more difficult challenge than Jackie Robinson in breaking the color barrier of corporate America. By doing the same work and competing for the same jobs as white people, Boyd's team presented more of a threat to the average white man.^[4] Jack Roosevelt Jackie Robinson (January 31, 1919 – October 24, 1972) became the first African-American Major League Baseball player of the modern era in 1947. ...

Later life

There were few opportunities for a black man as a business executive at that time, but Boyd's career continued over a variety of public and private sector jobs, including being a mission chief for CARE, work with the Society of Ethical Culture, and being a pioneer in alpaca farming in the U.S. CARE (the full form Cooperative for Assistance and Relief Everywhere is almost never used) is one of the largest private international humanitarian organizations in the world, with programmes in over 72 countries. ... This article is about a breed of domesticated ungulates. ...

Boyd died in Los Angeles due to complications as a result of a stroke he suffered nearly two months earlier. Nickname: Location within Los Angeles County in the state of California Coordinates: State California County Los Angeles County Incorporated April 4, 1850 Government  - Type Mayor-Council  - Mayor Antonio Villaraigosa (D)  - City Attorney Rocky Delgadillo  - Governing body City Council Area  - City  498. ... Stroke is the clinical designation for a rapidly developing loss of brain function due to an interruption in the blood supply to all or part of the brain. ...

References

The New York Times is a daily newspaper published in New York City by Arthur Ochs Sulzberger Jr. ... May 6 is the 126th day of the year in the Gregorian calendar (127th in leap years). ... 2007 (MMVII) is the current year, a common year starting on Monday of the Gregorian calendar and the Anno Domini era. ... 2007 (MMVII) is the current year, a common year starting on Monday of the Gregorian calendar and the Anno Domini era. ... May 5 is the 125th day of the year in the Gregorian calendar (126th in leap years). ... The Los Angeles Times (also known as the LA Times) is a daily newspaper published in Los Angeles, California and distributed throughout the Western United States. ... May 5 is the 125th day of the year in the Gregorian calendar (126th in leap years). ... 2007 (MMVII) is the current year, a common year starting on Monday of the Gregorian calendar and the Anno Domini era. ... 2007 (MMVII) is the current year, a common year starting on Monday of the Gregorian calendar and the Anno Domini era. ... May 5 is the 125th day of the year in the Gregorian calendar (126th in leap years). ... February 27 is the 58th day of the year in the Gregorian Calendar. ... 2007 (MMVII) is the current year, a common year starting on Monday of the Gregorian calendar and the Anno Domini era. ... Not to be confused with Public Broadcasting Services in Malta. ... 2007 (MMVII) is the current year, a common year starting on Monday of the Gregorian calendar and the Anno Domini era. ... May 4 is the 124th day of the year in the Gregorian calendar (125th in leap years). ... USA Today is a national American daily newspaper published by the Gannett Company. ... January 22 is the 22nd day of the year in the Gregorian calendar. ... 2007 (MMVII) is the current year, a common year starting on Monday of the Gregorian calendar and the Anno Domini era. ... 2007 (MMVII) is the current year, a common year starting on Monday of the Gregorian calendar and the Anno Domini era. ... May 7 is the 127th day of the year in the Gregorian calendar (128th in leap years). ...

Further reading

• Capparell, Stephanie (2007). The Real Pepsi Challenge: The Inspirational Story of Breaking the Color Barrier in American Business. Free Press. ISBN 0743265718.