PEPSI MAKES PEACE WITH RAPPERS
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by Chief Marketer Staff
Just days after rap pioneer Russell Simmons called for a boycott of Purchase, NY-base Pepsi (PROMO Xtra, Feb. 11), the soft drink giant has made amends by agreeing to donate $3 million to charity. Simmons, founder of Def Jam Records, called for a boycott in response to Pepsi featuring rocker Ozzy Osbourne in a new TV campaign, after terminating a similar relationship with Def Jam artist Ludacris last year over protests of the rapper’s profane lyrics. Osbourne’s hit reality TV show The Osbournes features bleeped out profanity. Pepsi will be giving $3 million to charities to selected by Simmon’s Hip Hop Action Summit, the Ludacris Foundation (founded by the rapper to help kids’ causes), and Pepsi itself.
