The 131-year-old brand, which is said to be the oldest brand for the Quaker Oats, is said to give a complete makeover to its brand ” to make progress towards racial equality. The Aunt Jemima Character arose from the song that expressed the nostalgia for the antebellum South in the 19 century.
Aunt Jemima, the popular syrup brand and pancake’mix brand that markets itself as the imagery of the slavery-era South will now get a new name and an image after the quaker Oat’s as the parent company of the brand acknowledged the fact that the origins of the brand were based on the racial stereotype.”
On Wednesday, the company that is owned by the beverage giant PEPSI CO said that it was taking a hard look over the portfolio of brands, and it is keen towards to make progress towards the racial equality through several initiatives that would be led by them. The Packaging would be changed completely, and at the end of the year, users can see the brand new Packaging.
The Aunt Jemima was build in 1889 and was built on the image of a black female character that promotes a false and nostalgic image of the black slavery that prevailed in the 1800s. A former slave portrayed a character of the 1893 World’s Fair in Chicago. It also features a white actress known for the performing the blackface played Aunt Jemima on a radio series that was run in the 1930s
In the magazine advertisement throughout the 20th century, the character that was shown serving the white families was Aunt Jemima. Aunt Jemima was given many makeovers and several redesigns over the decade. In 1989 the Quaker added the white necklace and a lace collar to make the character appealing.
While the work that was done over the years to update the brand in a manner that would be respectful and appropriate, we realized that those changes were not enough,” said Kristin Kroepfl, Quaker’s chief marketing officer, in a statement.