Coca-Cola Partnership: Moss Kendrix Sought to Leverage Jackie Robinson for Market Growth

Moss H. Kendrix proposed a national marketing campaign that paired Jackie Robinson with The Coca-Cola Company to capture a specific consumer segment. The plan, which remained his most visible professional legacy, was designed to increase sales among African Americans, a group Kendrix identified as a growing market with substantial buying power that many major brands had previously overlooked.

Kendrix built his practice on the belief that connecting consumers and companies would benefit both sides. He offered his services to various organizations, securing contracts with the Carnation Company, the Ford Motor Company, the National Education Association, and the National Negro Publishers Association. Other entities declined his proposals, but his work with Coca-Cola provided the platform for his most ambitious idea.

The strategy relied on Robinson's status as the first Black athlete to play Major League Baseball. Kendrix positioned the baseball star as a role model for Black youth, a figure whose image could drive brand loyalty. His proposal included a three-pronged approach involving advertising, public relations, and sales promotions, all sponsored by the company and its bottlers.

A central component of the plan was the creation of a national Jackie Robinson Club. The organization aimed to promote good citizenship and combat juvenile delinquency. Children and teenagers would participate by submitting slogans or essays for awards, creating a direct link between the brand and the community.

Kendrix developed his interest in public relations while working for the National Youth Administration in Georgia and the Republic of Liberia. He began collecting statistics on African American consumers to prove their market potential. The Coca-Cola proposal represented the culmination of that early research, attempting to translate demographic data into a concrete corporate partnership.