Kendrix Pitches Jackie Robinson Deal

Alexandria officials honored Moss H. Kendrix on Sunday for his mid-century marketing strategy that paired Jackie Robinson with The Coca-Cola Company. The city recognized the former public relations executive for developing a proposal that aimed to connect the baseball icon with the soft drink giant to reach underserved consumers.

Kendrix argued that major brands overlooked African American buyers despite their growing purchasing power. He collected data showing that this demographic represented a substantial market segment. His firm, which had previously represented clients such as the Ford Motor Company, the Carnation Company, and the National Education Association, sought to bridge the gap between these consumers and large corporations.

The three-part plan combined advertising, public relations, and sales promotions. The campaign would have used Robinson, the first Black player in Major League Baseball, to promote Coca-Cola to young Black audiences. Kendrix positioned Robinson as a role model who could influence the habits of America's Black youth, thereby increasing sales and profits for the company and its bottlers.

A central element of the proposal was the creation of a national Jackie Robinson Club. The organization aimed to combat juvenile delinquency and encourage good citizenship. Sponsors would fund the program, which invited children and teenagers to submit slogans or essays for awards. The initiative was designed to build brand loyalty through community engagement rather than traditional advertising alone.