Coca-Cola Surrenders to Pressure from Rev. Jesse Jackson's Boycott

In 1981, Operation PUSH led by Rev. Jesse Jackson launched a boycott against Coca-Cola to demand greater investment in Black communities.

The campaign resulted in Coca-Cola committing over $30 million to Black businesses and communities, including a loan fund of $1.8 million for prospective Black investors.

Coca-Cola also agreed to establish 32 Black-owned distributorships, increase business with minority-owned banks, and double its advertising in Black-owned media.