David Rosenthal: evaluation

Transcript context

…Nothing to lose. So Steele, when he gets to Pepsi, says, all right. We are going to do three radical things. One, this was started by Walter Mack before Steele got there, but he continues it. We are going to market our product to black Americans. This was radical probably for any major consumer industry at the time. We are going to hire an all black sales team that is going to target black retail outlets for Pepsi. We are going to run marketing campaigns specifically targeted at the black community with black celebrities. Not only was this radical for any brand at the time, it was especially radical for the soft drink industry because Coke was not doing anything close to this. In fact, Robert Woodruff was openly supporting segregationist politicians during his time. So this is a huge opportunity for Pepsi. And Woodruff would later radically flip on that, right?…

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