New York (CNN Business) – Quaker Oats launches a new number and logo for its “Aunt Jemima” products, finally returning the racist stereotype that has adorned its mixes of scares and jabs for decades.
The number “Aunt Jemima” (Tía Jemima), criticized for a long time as a racist caricature of a black woman as a result of slavery, will be replaced by the number and logo of Pearl Milling Company in the new front of the brand, según la empresa matriz PepsiCo.
“We are launching a new day with Pearl Milling Company,” said PepsiCo. “A new day has set in on the brand’s historical initiatives and its mission to create important moments in the month of the day.”
PepsiCo’s advocates will buy the Pearl Milling Company logo on February 1. Josh Gerben of Gerben Perrott, a commercial marketer at the PLLC in Washington, presented the moonlight on Monday.
“It’s been waiting for him to announce the announcement,” Gerben told CNN Business on Tuesday.
The launch of the new brand is scheduled for June, one year after the company announced the change. Aunt Jemima saw a variety of food brands, such as Uncle Ben’s, Cream of Wheat and Mrs. Butterworth’s, which announced redress in the midst of protesting against systemic racism in the United States over the past year.
The history of ‘Pearl Milling Company’
The Pearl Milling Company created the XIX final finale company that created the original mix for ready-made pancakes, called PepsiCo. Fue fundada in 1888 by Chris L. Rutt.
Rutt numbered the original company in honor of “Old Tante Jemima”, a song from 1875 by a spectacle of jugglers who presented to artists with the black car that was wearing costumes and bandanas.
The new logo of the Pearl Milling Company brand replaces the image of Aunt Jemima with what appears to be a water mill of sail XIX, which is used for the millet of urine. The red, white and yellow color scheme of the new logo coincides with the colors used in Aunt Jemima’s closet.
“This name is a guinea pig in the place where we start combining our delicious products before converting them into the family’s favorite basic dish,” said PepsiCo about its new brand Pearl Milling Company. “If the Aunt Jemima brand is updated on the long run with the intention of eliminating racial stereotypes, it has not progressed enough to adequately reflect the dignity, respect and quality that we represent today”.
Market Investigation
PepsiCo says it has launched an extensive market research to find its new brand.
“Quaker works with consumers, employees, external experts in the material and culture and various agencies associated with reuniting amplified perspectives and ensuring that the new brand develops through inclusion”, says the company.
The notice of the brand change of the ten Jemima in June commences a dominant effect between the food markets with racist or controversial images. In the hours of the announcement, the Mars Food Company announced that it would eliminate the brand name and the Oom Ben’s arrow, and eventually change its name to Ben’s Original.
Mrs Butterworth’s, manufacturer of Conagra’s proprietary jar, which has the form of a humanoid bottle, which is made of a color that is lined with arcades, announces the same name as the brand name. And one day, the cream of Wheat’s, B&G Foods’ company took over, eliminating the logo of a black chef, based on a caricature of a black-haired juggler who appeared in Cream of Wheat’s announcements in principle. del siglo XX.
PepsiCo says Pearl Milling Company will also announce a $ 1 million annual compromise to impose black and white necks in the coming weeks. This inversion amounts to PepsiCo’s compromise of 400 million dollars in five years to promote and elevate to the black community, the company said.
Pearl Milling invites the public to visit its web site and nominate non-profit organizations to offer the opportunity to receive grants to promote this mission.
“The compromise we make is a reflection of our most valuable diversity and inclusion of PepsiCo and its support for the black community,” said PepsiCo.
How will the public react?
It’s difficult to react to Aunt Jemima’s new brand, said Apex Marketing Group President Eric Smallwood, who said the new brand’s reception depends on Pepsi’s implementation plan.
“It’s a different bit because it changes the number of a brand”, you should observe a preview of an image of the registered brand logo. “If we live alone, we do not say that it is Aunt Jemima, that she has so much time with the little ones and the measure for the little ones. Este nee ».
Allen Adamson, co-founder of the Metaforce brand consultant, based in New York, says that Pearl Milling’s new number is a good choice.
“The number has artisanal images, a key to the success in the food category,” he said. “It is also very authentic, since it was the original product name. The most young consumers are deeply interested in authenticity ».
The professor of African American Studies at Howard University, Greg Carr, says that PepsiCo is in the process of finding a balance between continuing to trade a popular product while eliminating all racism from the new brand of its product.
“In a modern form, a cambio of Pearl Milling Company, it’s an interpretation of a form of the measures of an original origin without comedy,” said Carr, a CNN businessman. But, he added, “the market will ultimately determine whether this will be a victory for PepsiCo”.