THE COLOR OF COLA
A pioneering company in the late 1940s broke corporate color barriers by hiring Ed Boyd, who recruited and led a first-of-its-kind, all-Black sales team within a predominantly white corporate structure.
Tasked with selling to the burgeoning, previously ignored African American consumer market, Boyd and his team transformed how Black people were portrayed in national advertising, reshaping the perception of Black lives in America.
It was their overwhelming success that ultimately led to their downfall.
Los Angeles Media Fund, Alldayeveryday, JuVee Productions | 2026 | 79 min
Directed by Stanley Nelson, Jacqueline Olive
Edited by Yusuf Kapadia, Brian Anton
