Edward F. Boyd

Life & Legacy

Edward Francis Boyd (June 27, 1914 – April 30, 2007) was an American business executive who was responsible for the marketing of products specifically to African Americans in an era when racial discrimination was rampant and blacks had either been ridiculed or systematically ignored in advertising. His efforts for Pepsi-Cola pioneered the concept of niche marketing and allowed Pepsi to substantially increase its market share in the black community at the expense of Coca-Cola. Boyd was a leader in the African-American business community.