Kendrix targeted his marketing strategy to African American consumers with positive and aspirational advertising campaigns. Originally featuring African American celebrities, later campaigns depicted middle class Black people in scenes from everyday life.

Placed in African American newspapers, magazines, and other publications, the advertisements appealed directly to readers in new and empowering ways. They helped change the way African American individuals and families were shown in the media by reflecting their reality, as opposed to racist stereotypes or erasure.

In the segregated society of the 1950s and 1960s, publications and their ads targeted either African American or white readers. Kendrix’s work paved the way for the diversity of actors and models featured in today’s print ads, billboards, and television and radio commercials for all consumers.

1950s success was living the “American Dream" of a happy family, a stable well-paying job, a car, homeownership, and time for leisure. Advertisers used this aspirational imagery. Coca-Cola ad campaigns showed African American families having barbecues, enjoying their new sportscars, and teenagers studying or going to prom.

Carnation Milk’s advertising appealed to wives, focusing on homemaking, childcare, and cooking. As an infant formula, its Evaporated Milk was claimed to be “nourishing and digestible,” “the safest form of cow’s milk.” It was also promoted as a key ingredient in creating delicious meals and desserts for the family, while making superior coffee creamer.