Pepsi Search Makes Point Of Diversity

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In the past decade, the U.S. teen population has not only increased—by 17 percent from 1990-2000—but also has become more ethnically diverse, according to the 2000 Census. Pepsi, which is searching for a new agency to handle advertising aimed at African Americans, needs a partner that can use the demographic stats to its advantage.

Giuseppe D’Alessandro, director of multicultural marketing at Pep siCo, said the urban population, particularly African Americans and now Latinos, are a major force in pop-culture trendsetting.

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