Sweet taste of success

After years of being on the outside looking into corporate America, a group of young Black businessmen and women had a crack at the big leagues. In The Real Pepsi Challenge, Capparell chronicles the work done by this group to create a special marketing campaign aimed at the Black consumer. The work they accomplished was groundbreaking both for their careers and for the new concept of niche marketing.

The book started a little slowly as Capparell catches the reader up on the background of the cola industry and the players in the drama. Her interviews with the remaining executives are really what pulled me in. Hearing from the participants first hand made the book for me.