Pepsi Aims Celeb Dads Booklet at African-Americans
Pepsi is trying to push its profile among African-American consumers with a free booklet commemorating Father’s Day featuring cogent quotes from African-American celebrity fathers.
Actor Forest Whitacker, musical artist Common, former NFL receiver Jerry Rice and Rep. Jesse Jackson, Jr. (D-IL) are among the prominent fathers of color whose comments are captured in “Four Weeks for Father.” The booklet is available online at http://www.pepsigreatfathers.com and is also being distributed through general market retailers that carry Pepsi products.
Consumers can go to the Web site to submit essays about their own fathers for the chance to win $500 and a Father’s Day e-card. Pepsi is also making a contribution to the Negro College Fund as part of its Father’s Day observance.
The company is also working with the National Fatherhood Initiative to drive awareness about the booklet on its Web site, http://www.fatherhood.org and its weekly Dad E-mails.
“We’re proud to honor the important role of fathers in the community this month,” said Marcus Minifee, senior manager of multicultural marketing for Pepsi-Cola North America, in a statement.
The project is the result of a collaboration between Pepsi and Howard University’s division of fine arts. Howard senior Nia Lindsey won a $5,000 grand prize for her drawings that were included in the book and online. Three first-prize winners won $500 gift certificates, and were also highlighted in the booklet.
