Moss Kendrix Pitched Coca-Cola a Jackie Robinson Campaign

Moss H. Kendrix proposed a major marketing campaign to The Coca-Cola Company in the mid-20th century.

Kendrix, a public relations consultant, believed African American consumers were an overlooked market with growing buying power. He collected statistics to prove that many major brands ignored this demographic. His firm worked with clients like Ford Motor Company and the Carnation Company, but his pitch to Coca-Cola became his most visible project.

The plan centered on Jackie Robinson, the first Black athlete in Major League Baseball. Kendrix argued that Robinson’s status as a role model for Black youth would boost Coca-Cola sales. The proposal linked Robinson’s fame to the brand to increase profits and market reach.

Kendrix outlined a three-part strategy involving advertising, public relations, and sales promotions. The program would be sponsored by The Coca-Cola Company and its bottlers. It aimed to establish a national Jackie Robinson Club to combat juvenile delinquency and promote good citizenship.

The club would engage children and teens who could submit slogans or essays to win awards. Kendrix had previously worked for the National Youth Administration in Georgia and Liberia. His approach focused on connecting companies with consumers for mutual benefit. The initiative sought to formalize a connection between a cultural icon and a global beverage brand.