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Pepsi-Cola Company 1977 Black Community Marketing Handbook

Creation: 1976
 Collection
Accession: 2883

Abstract

PepsiCo, Inc. is an American multinational food, snack, and beverage corporation headquartered in Harrison, New York, in the hamlet of Purchase. The company has its orgins in the development of the soft drink Pepsi-Cola in 1898 by pharmacist Caleb Bradham (1867-1934). This small collection consists of a handbook detailing methods for marketing Pepsi soft drinks to the African American demographic, particularly through a PBS television show, Black Journal.

Dates

  • Creation: 1976

Extent

2 item(s)

Physical Description

1 handbook. 1 letter. Removed from binder for preservation purposes; binder not retained.

Historical note

PepsiCo, Inc. is an American multinational food, snack, and beverage corporation headquartered in Harrison, New York, in the hamlet of Purchase.

The company has its orgins in the development of the soft drink Pepsi-Cola in 1898 by pharmacist Caleb Bradham (1867-1934), who sold the beverage from his pharmacy in New Bern, North Carolina. Bradham then founded the Pepsi-Cola Company in 1902 and registered a patent for his recipe in 1903. The company was incorporated in 1919. Bradham's company experienced years of success leading up to World War I. However, sugar rationing during the war and a volatile sugar market in the war's aftermath damaged the company's financial health to such a degree that in 1923, Bradham declared bankruptcy and returned to running pharmacies in North Carolina. The company trademark and secret recipe were purchased by Craven Holding Corporation.

In 1931, Wall Street broker Roy Megargel (1877-1935) purchased the Pepsi trademark, business, and goodwill from Craven Holding in association with Charles Guth (1877-1948), president of candy manufacturer Loft, Incorporated. Guth used Loft's labs and chemists to reformulate the Pepsi syrup recipe, and he used his position as president of the company to replace Coca-Cola with Pepsi Cola at Loft's shops and restaurants. Guth also moved the soda company to a location close to Loft's own facilities in New York City.

In 1935, the shareholders of Loft sued Guth for his ninety-one-percent stake of the Pepsi-Cola Company. Loft won the suit and in 1941 formally absorbed Pepsi into Loft, which was then re-branded as the Pepsi-Cola Company that same year. Loft restaurants and candy stores were spun off at this time.

In 1965, the Pepsi-Cola Company merged with Frito-Lay, Inc. to become PepsiCo, Inc. Between the late 1970s and the mid 1990s, PepsiCo expanded via the acquisition of businesses outside of its core focus; however, it exited these non-core business lines largely in 1997, selling some, and spinning off others into a new company that became known as Yum! Brands, Inc. PepsiCo purchased the orange juice company Tropicana Products in 1998, and merged with Quaker Oats Company in 2001.

In 2010, PepsiCo acquired the two largest bottlers of its products in North America: Pepsi Bottling Group and PepsiAmericas, resulting in the formation of a new wholly owned subsidiary, Pepsi Beverages Company. A string of aquisitions has characterized the company's growth in the years since.

Content Description

This small collection consists of a handbook detailing methods for marketing Pepsi soft drinks to the African American demographic, particularly through a PBS television show, Black Journal. The intended audience is Pepsi bottlers. It continues marketing efforts focused on the Black community begun during the 1940s by Pepsi-Cola Company president Walter Staunton Mack Jr. (1895-1990), who sought to develop brand loyalty among Black consumers in markets he felt were ignored by rival company Coca-Cola.

The handbook is divided into tabs: Introduction, Marketing Importance, Advertising, Media, Promotion, Hotshot, Mobile Tennis, Learn'n Earn, and Community Relations. Hotshot refers to a youth basketball competition held in cooperation with the National Basketball Association (NBA).

The collection also includes a cover letter to bottlers from the Pepsi Marketing Department encouraging the use of the handbook for 1977.

Access Restrictions

No restrictions on access; this collection is open for research.

Language of Materials

English

Finding Aid & Administrative Information

Title:
Pepsi-Cola Company 1977 Black Community Marketing Handbook
Author:
Diane E. Bockrath
Date:
2025
Description rules:
Describing Archives: A Content Standard
Language of description:
English
Script of description:
Latin

Repository Details

Repository Details

Part of the Manuscripts and Archives Repository

Contact:
PO Box 3630
Wilmington Delaware 19807 USA
302-658-2400