It is for this reason that so many major corporations have publicly rallied against controversial laws that would permit companies to discriminate due to supposed “religious objections”: these successful multi-billion dollar enterprises know better than to ever engage in such discrimination, and further, they are doubly doing themselves a favor in public relations by so publicly opposing such laws. Upstart company Pepsi took advantage of Coke’s ignorance, and soon began specifically marketing to black Americans, in fact creating a “negro markets” department and heavily targeting black soda drinkers by using black sales representatives, advertising in black magazines, and hiring Duke Ellington as a spokesman.