Aunt Jemima
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.
Racial Issue
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.
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".[1]
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."
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.
"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.[2]
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.
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.[3]
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.[4]
External Link
Read official announcement from PepsiCo
References
- ↑ Aunt Jemima. Retrieved December 26, 2020.
- ↑ PepsiCo. Retrieved December 26, 2020.
- ↑ Aunt Jemima Brand To Remove Image From Packaging And Change Brand Name, prnewswire.com, 27 June 2020. Retrieved December 26, 2020.
- ↑ Syrup brand Aunt Jemima to get new name as PepsiCo concedes 'racial stereotype', The Business Times, 18 June 2020. Retrieved Decemeber 26, 2020.



