The Public Relations Magic of Moss Kendrix
Photo courtesy of the Museum of Public Relations, prmuseum.org.
Moss Kendrix (1917-1989) was one of history's most influential professionals in American advertising and public relations. Thanks to Kendrix, we no longer see degrading, stereotypical and offensive Black images in the advertising or the packaging of consumer products, like Aunt Jemima, Uncle Ben's and Cream of White. But his most consequential campaign was for the Coca Cola company in 1948.After graduating from Howard and Morehouse, he created the Moss Kendrix Organization, the first organization of its kind. Under the slogan, "What the Public Thinks Counts," Kendrix endeavored to bridge the gap between U.S. consumer brands and the newly affluent, post-war Black consumer. In the late 40s, African Americans represented a quickly growing share of the American consumer market, and all the marketing directors looked for ways to gain a segment. But Coca-Cola's classic stereotypical advertising was not winning Black markets, as other soda brands were doing. So Kendrix proposed utilizing the same approach as Coke was using so effectively with the "White suburban" markets. With Kendix's guidance, Coke began featuring African American families relaxing with Cokes in sprawling living rooms; couples relaxing between sets on a tennis court and teens hanging out, drinking Cokes at the local soda shops. By portraying African Americans as a integral part of the upwardly moving, US consumer market—without the use of the stereotypical imagery of the past—Coca-Cola and other consumer brands, began to steadily pick up loyal consumer within the African American audience.
Celebrate the contributions of Black PR pioneers at the Museum’s 7th Annual Black PR History event Jan. 27, 6-8 pm ET.
Register here: https://bit.ly/3qbRgKs
To learn more about Moss Kendrix and other PR pioneers, check out: https://www.prmuseum.org/black-pr-pioneers.
