【正文】 n 2007, PepsiCo redesigned their cans for the fourteenth time, and for the first time, included more than thirty different backgrounds on each can, introducing a new background every three weeks.[14] One of their background designs includes a string of repetitive numbers, 73774. This is a numerical expression from a telephone keypad of the word Pepsi.In late 2008, Pepsi overhauled their entire brand, simultaneously introducing a new logo and a minimalist label design. The redesign was parable to CocaCola39。s share in the city overtook that of Coke for the first time.[8]This focus on the market for black people caused some consternation within the pany and among its affiliates. They did not want to seem focused on black customers for fear white customers would be pushed away.[8] In a meeting at the WaldorfAstoria Hotel, Mack tried to assuage the 500 bottlers in attendance by pandering to them, saying, We don39。s market share as pared to Coke39。s team faced a great deal of discrimination as a result,[9] from insults by Pepsi coworkers to threats by the Ku Klux Klan.[10] On the other hand, they were able to use racism as a selling point, attacking Coke39。s strategy of using advertising for a general audience either ignored African Americans or used ethnic stereotypes in portraying blacks. He realized African Americans were an untapped niche market and that Pepsi stood to gain market share by targeting its advertising directly towards them.[8] To this end, he hired Hennan Smith, an advertising executive from the Negro newspaper field[9] to lead an allblack sales team, which had to be cut due to the onset of World War II. In 1947, Mack resumed his efforts, hiring Edward F. Boyd to lead a twelveman team. They came up with advertising portraying black Americans in a positive light, such as one with a smiling mother holding a six pack of Pepsi while her son (a young Ron Brown, who grew up to be Secretary of Commerce)[10] reaches up for one. Another ad campaign, titled Leaders in Their Fields, profiled twenty prominent African Americans such as Nobel Peace Prize winner Ralph Bunche and photographer Gordon Parks.Boyd also led a sales team posed entirely of blacks around the country to promote Pepsi. Racial segregation and Jim Crow laws were still in place throughout much of the .。s success under Guth came while the Loft Candy business was faltering. Since he had initially used Loft39。s status. From 1936 to 1938, PepsiCola39。s description is a flavoringsyrup for soda water. The trademark expired on April 15, 1994.A second PepsiCola trademark is on record with the USPTO. The application date submitted by Caleb Bradham for the second trademark is Saturday, April 15, 1905 with the successful registration date of April 15, 1906, over three years after the original date. Curiously, in this application, Caleb Bradham states that the trademark had been continuously used in his business and those from whom title is derived since in the 1905 application the description submitted to the USPTO was for a tonic beverage. The federal status for the 1905 trademark is registered and renewed and is owned by Pepsico, Inc. of Purchase, New York.[edit] RiseDuring the Great Depression, Pepsi gained popularity following the introduction in 1936 of a 12ounce bottle. Initially priced at 10 cents, sales were slow, but when the price was slashed to five cents, sales increased substantially. With a radio advertising campaign featuring the jingle PepsiCola hits the spot / Twelve full ounces, that39。s chemists reformulate the PepsiCola syrup formula.On three separate occasions between 1922 and 1933, the CocaCola Company was offered the opportunity to purchase the PepsiCola pany and it declined on each occasion.[5][edit] PepsiCola trademarkThe original stylized PepsiCola logoThe second stylized PepsiCola logoThe original trademark application for PepsiCola was filed on September 23, 1902 with registration approved on June 16, 1903. In the application39。s assets were then purchased by Charles Guth, the President of Loft Inc. Loft was a candy manufacturer with retail stores that contained soda fountains. He sought to replace CocaCola at his stores39。The pharmacy of Caleb Bradham, with a Pepsi dispenser, as portrayed in a New Bern exhibition in the Historical Museum of Bern.Pepsi was first introduced as Brad39。s Drink in Burdett, North Carolina, in 1898 by Caleb Bradham, who made it at his pharmacy where the drink was sold. It was later named Pepsi Cola, possibly due to the digestive enzyme pepsin and kola nuts used in the recipe.[