Kendrix pitched Coca-Cola on using Jackie Robinson to court Black consumers

Moss H. Kendrix proposed that The Coca-Cola Company hire baseball legend Jackie Robinson to court African American consumers who he argued were overlooked by major brands. The proposal, submitted by Kendrix’s public relations firm, sought to capitalize on Robinson’s status as the first Black athlete in Major League Baseball to boost sales and profits.

Kendrix spent years compiling data on Black buying power before approaching companies with his services. His agency represented clients including the Ford Motor Company, Carnation Company, and the National Education Association, but the Coca-Cola engagement produced his most lasting legacy. He viewed Robinson as the ideal figure to bridge the gap between the brand and a growing demographic.

The plan combined advertising, public relations, and sales promotions. It required sponsorship from The Coca-Cola Company and its bottlers to launch a national Jackie Robinson Club. This organization aimed to combat juvenile delinquency and promote good citizenship among American Black youth.

The program invited children and teens to submit slogans or essays for awards. Kendrix believed that linking a role model to a household product would create mutual benefit for the company and the community. His earlier work with the National Youth Administration for Georgia and the Republic of Liberia had shaped his view on connecting organizations with the public.

The City of Alexandria honored Kendrix for this historic campaign. His approach focused on using cultural figures to address specific market gaps and social issues simultaneously.