Kendrix pitched Coca-Cola on a Jackie Robinson youth program

Moss H. Kendrix proposed a three-part marketing plan to The Coca-Cola Company that centered on Jackie Robinson. The strategy combined advertising, public relations, and sales promotions. It aimed to increase sales among African American consumers by leveraging Robinson's status as a national role model.

Kendrix built his approach on data he collected regarding Black consumer habits. He observed that major brands often overlooked this demographic despite their growing buying power. He believed companies could benefit by connecting directly with these customers. This view guided his work for various clients, including the Ford Motor Company, the Carnation Company, and the National Education Association.

The specific proposal for Coca-Cola included the creation of a national Jackie Robinson Club. The program would be sponsored by the company and its bottlers. Its stated goals were to combat juvenile delinquency and promote good citizenship among youth. Children and teenagers could participate by submitting slogans or essays for awards.

Kendrix developed these ideas while working for the National Youth Administration in Georgia and Liberia. His career in public relations involved both successful contracts and rejections from potential clients. He applied his findings to help businesses understand a market segment that was frequently ignored. His work with Coca-Cola became his most visible legacy.

The plan relied on Robinson's fame and success in Major League Baseball. As the first Black athlete in the sport, Robinson possessed the recognition needed to drive the campaign. Kendrix saw this as a way to benefit both the brand and the community. The proposal offered a structured method for engaging young people through a respected figure.