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Rev. Jesse Jackson wants to talk with PepsiCo about ad policies

(May 2, 2013) Target Market News has learned that the Rev. Jesse L. Jackson has requested a meeting with PepsiCo executives following a public outcry over a commercial for the company's Mountain Dew brand.

The commercial, criticized as "racist," depicted five black men and a goat in a police line up. The spot was developed by music producer Tyler the Creator and was, he said, intended to be humorous. One African-American social critic labeled the ad "the most racist commercial in history." [Click here for earlier story]

Rev. Jackson, who heads the Rainbow PUSH Coalition, on Thursday, May 2, sent a letter to PepsiCo chairman and CEO, Indra Nooyi requesting a meeting to discuss all issues related to the development and distribution of the advertisement.

It is believed that Pepsi and its brands currently do not have an African-American ad agency of record under assignment. According to The Buying Power of Black America report, PepsiCo spent $12.6 million on advertising in measured Black media outlets. In that same year Black households spent a total of $4.3 billion on non-alcoholic beverages.


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