Wasn't that the "Fighting Whities"? And didn't they earn fairly substantial sums by selling tshirts and other logo material?
I wonder if they're still doing it. They assumed that whites have thin skins like minorities seem to have. Didn't turn out to be true, and they may have known that if they had bothered to notice the number of "white jokes" that people think are funny. For example, dumb blonde jokes are everywhere, and blondes are usually white.