As the trailing brand, Pepsi was willing, early on, to try innovative promotional techniques, like catering to the disenfranchised. Coca-Cola advertised itself as the all-American drink, but by this it meant the white American drink, and so Pepsi in the 1940s briefly experimented with niche marketing by creating an all-black marketing department, known as the "negro-markets" department.

Tim Wu, The Attention Merchants, loc. 548