Starbucks
My guess is just like Land-o-Lakes, they won’t be replacing them with another human.
The mascots based on real individuals are probably OK, regardless of race. Off the top of my head, Famous Amos?
The Jolly Green Giant is probably safe, although Vegetable-Americans might object.
I was taking a drink of water as I read this and actually almost did a spit-take. Thread winner!
Kids won’t be able to do this anymore.
Well, I think you could argue that nonwhite corporate mascots of brands based in nonwhite-majority countries are mostly non-problematic.
The Amul girl (an Indian dairy brand now obtainable internationally)
Dr Fixit for Pidilite brand waterproofing solutions (played in this ad by Bollywood megastar Amitabh Bachchan)
For American brands? AFAICT, the California Raisins mascots, who were clearly intended to suggest an African-American Motown group, were perceived more as genuine comic homage than as racist caricatures, although they are arguably still problematic.
There appears to be some kind of pop-culture meme to the effect that the Pringles potato-chip mascot “Julius Pringles” is actually Latino and his real name is Julio. Latino doesn’t necessarily imply nonwhite, of course, but you could definitely describe this as an expansion of corporate-mascot ethnic diversity that isn’t demeaning in a racist way.
“Uncle” was the term that white people used to refer to older black male slaves who worked in the house and not in the fields.
It’s interesting that for over 75 years these brands were the only black symbols for product placement.
I remember in my childhood there weren’t any people of color used in advertising. It was a sea of white faces and white product branding. Or animals like Tony the Tiger.
You want some great tasting instant rice? Buy Uncle Ben’s. Need syrup for you pancakes? Aunt Jemima is a good choice. These were positive images of hard working people at a time when most people of color were often portrayed in media as imbeciles (Amos & Andy) or violent criminals (the news).
It wasn’t perfect but at least there was representation of a minority in the marketplace. I grew up in Massachusetts in the early 60"s and remember asking my parents why the lady on the bottle didn’t look like us. I didn’t know any black kids until elementary school. But my parents had explained they were no different than us and should be shown respect.
Now decades later society wants to vent its awakened anger in every direction. It’s their choice, but I think their anger is a bit misguided.
I understand by today’s standards the products seem dated. So does the Quaker Oats guy on the oatmeal box.
I hope the rebranding retains some link to the past. It’ll be interesting to see what happens.
In Jr High in the 70s I had a black teacher and she brought in copies of Jet and Ebony magazines. I remember at first being surprised that all the ads had black people in them but then I figured it made sense.
I was the market research manager on Aunt Jemima for a couple of years in the late '90s. And, yes, they had updated the logo’s look in the 1980s – they took the bandana off her head, and gave her earrings and a necklace.
But, even at the time that I worked on the business, we recognized that it was problematic, and even though the logo had been updated, and the brand visibly supported several African-American charities, there was no way that the negative symbolism and history of the brand name and logo could be undone.
I think that there was too much belief in the brand’s equity among consumers, and not nearly enough consideration of the role that the brand played in perpetuating the stereotypes. It’s far past time for the image to be retired.
Next up, Cream of Wheat to be rebranded Cream of White.
Famous Amos isn’t black, he’s chocolate.
A general rule should be any logo/brand/etc. designed by a committee of white men should be re-examined. That will save so much trouble down the line.
And I’m at the vending machine with the tombstone blues.
You are going to have to answer to Blues-Americans, who claim ownership of the semi-flat-3rd, 6th, and 7th.
Would Geoffrey Holder’s 1983 7-Up commercials be acceptable in 2020?
On the one hand, so far as I’m aware Holder’s Trinidadian accent is natural**. On the other hand, he seems to be playing a character. Does it help that the character Holder plays in the commercial is unnamed?
** Holder was born and raised in Trinidad, living there at least through college.
Would Geoffrey Holder’s 1983 7-Up commercials be acceptable in 2020?
On the one hand, so far as I’m aware Holder’s Trinidadian accent is natural**. On the other hand, he seems to be playing a character. Does it help that the character Holder plays in the commercial is unnamed?
** Holder was born and raised in Trinidad, living there at least through college.
I hope they get rid of Betty Cracker, too.