Introduction
In the annals of corporate America, few companies can claim a legacy as quietly revolutionary as PepsiCo’s early efforts to engage the African American community. While many companies in the 1930s and 1940s either ignored or stereotyped Black consumers, Pepsi took a different route—one that laid the foundation for what we now call multicultural marketing.
At the heart of this pioneering effort was Edward F. Boyd, a visionary marketing executive whose legacy shaped both corporate history and Black representation in media. This paper explores the roots of PepsiCo’s inclusionary marketing strategy, the creation of the first all-Black sales team, and the lasting impact of Boyd’s leadership.
The Origins of PepsiCo’s Vision
Pepsi-Cola was founded in 1898 by pharmacist Caleb Bradham in North Carolina. After years of financial instability, the company was revived in the 1930s by Charles Guth, who restructured its operations and gave it a more aggressive marketing posture to compete with Coca-Cola.
During the presidency of Walter S. Mack (1938–1951), Pepsi began to break new ground in marketing philosophy. Mack believed Pepsi could thrive not by replicating Coca-Cola’s approach, but by serving underserved markets—specifically the African American community, which was largely overlooked by national advertisers.
Edward F. Boyd: A Visionary Ahead of His Time
Edward F. Boyd was born in 1914 in Riverside, California. After earning his degree in business from the University of California, Los Angeles (UCLA), he served in World War II and returned with a vision for change. Boyd joined Pepsi in 1947 and became one of the first Black executives in American corporate history.
He was tasked with leading Pepsi’s Negro Markets Division, and he quickly assembled an all-Black sales and marketing team that would become a national force.
Boyd’s Strategy Included:
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Promoting positive representation: Using advertising images of Black doctors, lawyers, educators, and youth to counter mainstream stereotypes.
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Community engagement: Organizing events at schools, churches, and Black-owned businesses to build trust and brand loyalty.
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Building economic opportunity: Providing sales and corporate training to his team, many of whom became business leaders in their own right.
His team included Harvey Russell, who later became the first African American vice president of a major U.S. corporation—also at Pepsi.
Cultural Impact and Industry Disruption
Pepsi’s outreach was revolutionary. It didn’t just acknowledge the Black consumer—it respected and celebrated them, which was nearly unheard of in corporate America at the time.
While Coca-Cola remained hesitant to feature Black people in its advertising, Pepsi doubled down, gaining both fierce loyalty from Black consumers and backlash from conservative markets. Internal tensions even arose, and Boyd’s team was at times sidelined by company leadership. Still, their work left an undeniable mark.
These efforts laid the groundwork for what we now call multicultural marketing—the intentional, thoughtful inclusion of diverse audiences in brand storytelling and consumer strategy.
Edward Boyd’s Legacy
Boyd’s contributions were not only foundational to Pepsi’s success but to the inclusion of African Americans in mainstream marketing. After his time at Pepsi, Boyd continued to work in public relations and community engagement, advocating for equity in corporate spaces.
He passed away in 2007 at the age of 92, leaving behind a legacy of courage, innovation, and quiet revolution.
His story, and the team he built, remind us that visibility isn’t just about sales—it’s about dignity, narrative control, and cultural empowerment.
about sales—it’s about dignity, narrative control, and cultural empowerment.
Conclusion
PepsiCo’s decision to invest in Black representation during an era of widespread discrimination was both bold and strategic. Thanks to Edward F. Boyd and his groundbreaking team, Pepsi not only changed its trajectory as a company—it helped shift the cultural landscape of marketing.
In today’s climate of anti-diversity, equity, and inclusion, Boyd’s work remains a blueprint and a benchmark. It shows that when a company chooses to see its full audience—and hires people who reflect and understand that audience—transformational impact follows.
Sanford Livingston II is the CEO of Nor-Cal Financial Development Corporation. His mission is to build wealth systems that empower individuals, families, and communities to thrive.
This essay is part of a growing collection of reflective, narrative-based writings authored by Sanford Livingston II. These pieces serve as cultural strategy papers—blending personal insight, historical context, and a call to intergenerational dialogue.
Disclaimer: This essay is intended for educational and cultural reflection purposes only. It does not constitute financial, legal, or insurance advice. Readers are encouraged to consult a licensed insurance professional to assess their individual needs and options before purchasing any insurance product.