Up until now the brand made incremental design updates, including replacing Aunt Jemima’s kerchief with a headband in 1968, and then removing the headband and adding pearl earrings in 1989. My recommendation to them would be to truly educate themselves on systemic racism and how their previous branding helped uphold oppressive structures.” “Too often, anti-racism in branding and marketing is done purely for optics and recognition rather than impact. “For me, the rebrand is a great place to start but for it to truly be an impactful moment, they need to mean it,” says Madison Butler, a Black woman who works as a consultant on issues including diversity, equity and inclusion and anti-racism at the company she founded, Blue Haired Unicorn. The name Aunt Jemima came to Chris Rutt, one of the company’s white male founders, after seeing a song “Old Aunt Jemima” performed in a minstrel show. Joseph, Missouri, that introduced self-rising pancake mix in 1889. Pearl Milling Company is a return to the name of the company founded in 1888 in St. Quaker must make its next moves wisely to project change and, at the same time, try to claw back some market share its roughly $350 million brand lost during the past year. Pearl Milling Company doesn’t have the connotation of pancakes that Aunt Jemima’s name and imagery have conjured since 1889. It’s the right move to change the name, branding experts say, but the choice is one that will take some time for consumers to adopt. This month, the choice was revealed: Pearl Milling Company. At one point, a list of roughly 300 potential names was drawn up, says Kristin Kroepfl, VP and chief marketing officer of Quaker Foods North America. The work done behind the scenes was extensive. Quaker Foods North America met with internal and external advisers, including a diverse group of consumers and a Black woman-owned agency, in its work on the new branding. With Aunt Jemima’s rebranding as Pearl Milling Company officially underway, the brand faces a daunting task, trying to erase ties to a racial stereotype while hoping to hold onto the heritage that has kept it as a leader in the pancake category for more than a century.
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