Aunt Jemima brand will no longer be on supermarket shelves by the end of 2020. Quaker Oats, owned by PepsiCo, decided to retire the 130-year old brand and logo. (their language). The brand will change with a new brand and package. They will move beyond the racial stereotypes rooted in its origins.
Like Land O’Lakes, The Washington Redskins, and Uncle Ben’s, many brands continue using racially disturbing symbols and archetypes. Some are finding that consumer tolerance for these images has hit a wall. Quaker wants to reflect the values of their consumers today – and a minstrel-like, black woman is demeaning. They were mainly depicting her from this “mammy” imagery serving white people.
Over the years, the brand did evolve and tried to update the imagery. Based on the song “Old Aunt Jemima” from a minstrel performer, the brand has troubling roots. Nancy Green was a storyteller, cook, and missionary worker. She was born into slavery in Kentucky in 1834. She became the face of the brand – an image baked in servitude.
Over the years, consumers called for the brand to be changed. And Quaker kept photoshopping changes like removing the scarf, making her slender, and updating the imagery. But with the events of the last month, Pepsi and Quaker realized their time was up.
Racially Insensitive Brands
Older brands with disturbing racially insensitive images have no choice but to change and adapt to today’s times. What parent wants their young child to see pictures based on racial stereotypes and humiliating messaging. Brands must serve a community, and for pancakes, the times have flipped. No one wants this biased and prejudiced images gracing our pantries.
I don’t think I have purchased Aunt Jemima products ever as I like to make products from scratch. For maple syrup, I prefer to purchase pure maple syrup that isn’t made in a factory. I looked up Aunt Jemima’s syrup ingredients and found that the first two ingredients are corn syrup and high fructose corn syrup. My preference is pure maple syrup from the tree.
This two-minute history video from below from YouTube tells the story of the brand’s history. It has lots of historical examples of ads and tv shows that depict Aunt Jemima as the ‘mammy archetype.’
It is about time for brands to wake up and realize that marketing happens in the present tense.
In case you can’t see the video here is a link.
Does your brand need to evolve?
I can help. You can set up a time chat with me about your marketing challenges using my calendar. Our initial conversation is free. You talk, I listen. Email me jeffslater@themarketingsage.com or call me. 919 720 0995. Visit my website at www.themarketingsage.com Let’s explore working together today.
Video courtesy of Black&Sexy TV on Youtube
A hat tip to Bob Burkhardt for sharing this with me.
Portrait of Green as Aunt Jemima, by A. B. Frost
Photo by Chad Montano on Unsplash
