Pepsi boycott is off

The Hip Hop community’s boycott of Pepsi, called for after they dumped rapper Ludacris from an advertising campaign, was not only a long time coming (the ban being called for some four months after the rapper was dropped) but also short lived. The Hip-Hop Summit Action Network yesterday came to an agreement with the drinks brand when Pepsi offered to enter a multi-million pound partnership with the Ludacris Foundation and Rush Arts which together support the arts in communities at risk. "We hope Pepsi's investment inspires other companies to invest more in grassroots programmes as opposed to some bureaucracies who aren't always effective," the Action Network told reporters.