This was not the Pepsi challenge the giant cola company wanted. PepsiCo Inc. is under fire from leaders in the hip-hop music world and may face a boycott for dumping an endorsement deal with rapper Ludacris because of vulgar song lyrics. After booting the rapper, Pepsi ran a Super Bowl spot featuring the famously foulmouthed Ozzy Osbourne, opening itself to claims of using a double standard: Ludacris' vulgarities are unacceptable, but not MTV star Ozzy's.

Last August, Pepsi bowed to pressure and dropped its Ludacris ad after Fox News Channel talk show host Bill O'Reilly cried shame and urged a boycott. The Hip-Hop Summit Action Network, a national coalition of artists, record company executives and community activists, has called for a boycott of Pepsi products if it doesn't meet the groups demands by Tuesday. The group wants a public apology to Ludacris and the hip-hop community, a $5 million charitable donation to The Ludacris Foundation and a reinstatement of the Pepsi ad. Marketing experts say Pepsi, parent of snack maker Frito-Lay, would be wise not to underestimate the consumer power of the hip-hop set.

Benjamin Chavis, chief executive of the Hip-Hop Summit Action Network, said the dispute is not a race issue, but a cultural issue. ``We have not accused Pepsi of racial discrimination,'' he said, adding that the genre transcends race, and most hip-hop music is bought by white consumers. ``We believe that Pepsi has culturally disrespected Ludacris and the hip-hop community.'' Talks between the two sides were ongoing, but there was no settlement yesterday, Chavis said. Experts say the company should address it quickly.

Pepsi has called the situation "unfortunate.''