Difference between revisions of "Aunt Jemima"

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[[File:Aunt Jemima logo.png|220px|thumb]]
 
[[File:Aunt Jemima logo.png|220px|thumb]]
'''Aunt Jemima''' is brand of pancake mix, syrup, and other breakfast foods from PepsiCo. The Aunt Jemima pancake mix was advertised in 1889 as the first ready-mix. By 1915 it had become one of the most recognized brands in US history, and changed US trademark law.
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'''Aunt Jemima''' is brand of breakfast foods contains pancake mix, syrup, and others owned by PepsiCo. In 1889, Aunt Jemima pancake mix was marketed as the first ready-mixed pancake mix. It had been one of the most well-known brands in American history by 1915, and it had inspired US trademark law.
  
 
==Racial Issue==
 
==Racial Issue==
 
[[File:Aunt Jemima.jpg|220px|thumb]]
 
[[File:Aunt Jemima.jpg|220px|thumb]]
Nancy Green portrayed Aunt Jemima at the 1893 World's Columbian Exposition in Chicago, one of the first Black corporate models in the United States. Subsequent advertising agencies hired dozens of actors to perform the role as the first organized sales promotion campaign.
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At the 1893 World's Columbian Exposition in Chicago, Nancy Green played Aunt Jemima, one of the first Black business models in the United States. Following that, dozens of actors were recruited by publicity companies to play the part of the first coordinated promotional marketing program.
  
The Aunt Jemima character is based on the enslaved "Mammy" archetype. Since its debut, the character has been criticized as an example of exploited African American women and racial stereotype. "Aunt Jemima" is sometimes used as a female version of the derogatory epithet "Uncle Tom".<ref>[https://en.wikipedia.org/wiki/Aunt_Jemima Aunt Jemima]. Retrieved December 26, 2020.</ref>
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Aunt Jemima is modeled after the enslaved "Mammy" stereotype. The character has been chastised for being an example of oppressed African American women and a racist stereotype since its release. "Aunt Jemima" is a feminine variant of the offensive epithet "Uncle Tom" that is often used.<ref>[https://en.wikipedia.org/wiki/Aunt_Jemima Aunt Jemima]. Retrieved December 26, 2020.</ref>
  
 
[[File:Aunt Jemima Old.png|220px|thumb]]
 
[[File:Aunt Jemima Old.png|220px|thumb]]
 
[[File:Aunt Jemima new package.png|220px|thumb]]
 
[[File:Aunt Jemima new package.png|220px|thumb]]
 
==Rebranding==
 
==Rebranding==
On June 17, 2020, PepsiCo announced that the Aunt Jemima that has existed for more than 130 years would be retired "to make progress toward racial equality."<br>
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PepsiCo revealed on June 17, 2020 that the Aunt Jemima brand, which has been around for over 130 years, will be phased out "to make strides toward racial equality."
  
As the company is committed to progress and acknowledge that the origins were based on a racial stereotype, PepsiCo will both removing the image of Aunt Jemima and changing the brand name. While work has been done over the years to evolve the brand in a manner intended to be appropriate and respectful.
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PepsiCo will delete the logo of Aunt Jemima and change the brand name as part of its effort to reform and recognize that the brand's roots were based on an ethnic stereotype. Although efforts have been made over the years to update the brand in a way that is both fitting and respectful.
  
"PepsiCo was built on the foundation that we thrive because of our diversity, and when we embrace the full spectrum of humanity, we succeed together. Our changes are in line with PepsiCo’s journey toward racial equality, and the evolution will help carry the 130-year-old brand into the future. These initiatives comprise a holistic effort for PepsiCo to walk the talk of a leading corporation and help address the need for systemic change. The activities focus on three pillars—People, Business, and Communities. Learn more about PepsiCo’s racial equality initiatives here.", said PepsiCo in their official statement regarding Aunt Jemima rebranding.<ref>[https://contact.pepsico.com/auntjemima/article/why-is-aunt-jemima-removing-image-from-packaging-and-changing-it PepsiCo]. Retrieved December 26, 2020.</ref>
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"PepsiCo was founded on the belief that we excel because of our diversity, and that we succeed together when we accept the full spectrum of humanity." Our reforms are in step with PepsiCo's attempts to promote racial equality, and they will help the 130-year-old company succeed in the future. These efforts are part of PepsiCo's larger commitment to walk the talk of a leading company and contribute to structural progress. People, Industry, and Societies are the three foundations on which the operations are focused. "Learn more about PepsiCo's racial equality initiatives here," PepsiCo said in a tweet about the rebranding of Aunt Jemima.<ref>[https://contact.pepsico.com/auntjemima/article/why-is-aunt-jemima-removing-image-from-packaging-and-changing-it PepsiCo]. Retrieved December 26, 2020.</ref>
  
New packaging already launched where you can see the picture of Aunt Jemima is removed and the new name will be coming in 2021 said PepsiCo.
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The image of Aunt Jemima has been deleted from the current packaging, and the new name will be introduced in 2021, according to PepsiCo.
  
 
==Anti-Black Racism Empowerment==
 
==Anti-Black Racism Empowerment==
PepsiCo was built on the foundation that we thrive because of our diversity and, when we embrace the full spectrum of humanity, we succeed together. In that spirit, the Aunt Jemima brand will donate a minimum of $5 million over the next five years to create meaningful, ongoing support and engagement in the Black community.<ref>[https://www.prnewswire.com/news-releases/aunt-jemima-brand-to-remove-image-from-packaging-and-change-brand-name-301078593.html Aunt Jemima Brand To Remove Image From Packaging And Change Brand Name], prnewswire.com, 27 June 2020. Retrieved December 26, 2020.</ref>
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PepsiCo was founded on the belief that we excel because of our diversity, and that we succeed together because we accept the broad spectrum of humanity. In that vein, the Aunt Jemima brand will donate a minimum of $5 million over the next five years to help and involve the Black community in positive ways.<ref>[https://www.prnewswire.com/news-releases/aunt-jemima-brand-to-remove-image-from-packaging-and-change-brand-name-301078593.html Aunt Jemima Brand To Remove Image From Packaging And Change Brand Name], prnewswire.com, 27 June 2020. Retrieved December 26, 2020.</ref>
  
Some of America's oldest and best-known consumer brands are under scrutiny as the country reflects on the systemic racism in the business world and broader society. Many companies have donated money, pledged to boost hiring of Black workers and taken other steps to support the Black community following protests sparked by the police killing of George Floyd in Minneapolis May 2020.<ref>[https://www.businesstimes.com.sg/consumer/syrup-brand-aunt-jemima-to-get-new-name-as-pepsico-concedes-racial-stereotype Syrup brand Aunt Jemima to get new name as PepsiCo concedes 'racial stereotype'], The Business Times, 18 June 2020. Retrieved Decemeber 26, 2020.</ref>
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When the nation recognizes structural bias in industry and culture, some of America's oldest and most well-known luxury products are being scrutinized. Following the demonstrations triggered by the police killing of George Floyd in Minneapolis in May 2020, several businesses have contributed funds, vowed to increase hiring of Black employees, and taken other measures to help the Black community.<ref>[https://www.businesstimes.com.sg/consumer/syrup-brand-aunt-jemima-to-get-new-name-as-pepsico-concedes-racial-stereotype Syrup brand Aunt Jemima to get new name as PepsiCo concedes 'racial stereotype'], The Business Times, 18 June 2020. Retrieved Decemeber 26, 2020.</ref>
  
 
==External Link==
 
==External Link==

Revision as of 12:58, 13 March 2021

Aunt Jemima logo.png

Aunt Jemima is brand of breakfast foods contains pancake mix, syrup, and others owned by PepsiCo. In 1889, Aunt Jemima pancake mix was marketed as the first ready-mixed pancake mix. It had been one of the most well-known brands in American history by 1915, and it had inspired US trademark law.

Racial Issue

Aunt Jemima.jpg

At the 1893 World's Columbian Exposition in Chicago, Nancy Green played Aunt Jemima, one of the first Black business models in the United States. Following that, dozens of actors were recruited by publicity companies to play the part of the first coordinated promotional marketing program.

Aunt Jemima is modeled after the enslaved "Mammy" stereotype. The character has been chastised for being an example of oppressed African American women and a racist stereotype since its release. "Aunt Jemima" is a feminine variant of the offensive epithet "Uncle Tom" that is often used.[1]

Aunt Jemima Old.png
Aunt Jemima new package.png

Rebranding

PepsiCo revealed on June 17, 2020 that the Aunt Jemima brand, which has been around for over 130 years, will be phased out "to make strides toward racial equality."

PepsiCo will delete the logo of Aunt Jemima and change the brand name as part of its effort to reform and recognize that the brand's roots were based on an ethnic stereotype. Although efforts have been made over the years to update the brand in a way that is both fitting and respectful.

"PepsiCo was founded on the belief that we excel because of our diversity, and that we succeed together when we accept the full spectrum of humanity." Our reforms are in step with PepsiCo's attempts to promote racial equality, and they will help the 130-year-old company succeed in the future. These efforts are part of PepsiCo's larger commitment to walk the talk of a leading company and contribute to structural progress. People, Industry, and Societies are the three foundations on which the operations are focused. "Learn more about PepsiCo's racial equality initiatives here," PepsiCo said in a tweet about the rebranding of Aunt Jemima.[2]

The image of Aunt Jemima has been deleted from the current packaging, and the new name will be introduced in 2021, according to PepsiCo.

Anti-Black Racism Empowerment

PepsiCo was founded on the belief that we excel because of our diversity, and that we succeed together because we accept the broad spectrum of humanity. In that vein, the Aunt Jemima brand will donate a minimum of $5 million over the next five years to help and involve the Black community in positive ways.[3]

When the nation recognizes structural bias in industry and culture, some of America's oldest and most well-known luxury products are being scrutinized. Following the demonstrations triggered by the police killing of George Floyd in Minneapolis in May 2020, several businesses have contributed funds, vowed to increase hiring of Black employees, and taken other measures to help the Black community.[4]

External Link

Read official announcement from PepsiCo

References

  1. Aunt Jemima. Retrieved December 26, 2020.
  2. PepsiCo. Retrieved December 26, 2020.
  3. Aunt Jemima Brand To Remove Image From Packaging And Change Brand Name, prnewswire.com, 27 June 2020. Retrieved December 26, 2020.
  4. Syrup brand Aunt Jemima to get new name as PepsiCo concedes 'racial stereotype', The Business Times, 18 June 2020. Retrieved Decemeber 26, 2020.