Need something to talk about during the commercials on Super Bowl Sunday?

This may come in handy right after a Coca-Cola commercials airs: University of Virginia history professor Grace Elizabeth Hale points out in a New York Times op-ed that Coca-Cola kept their products away from African-Americans for years. While Pepsi deliberately marketed to black customers.

In the NYT op-ed titled “When Jim Crow Drank Coke,” Hale writes about Coca-Cola co-founder Asa G. Candler and why the company kept its drinks away from customers of color: