In a recent marketing move, the Pearl Processing Company has subtly hinted at its past as the iconic Aunt Jemima brand, but it's all about the taste and inclusivity moving forward. PepsiCo, the company's mother corporation, emphasizes that the shift to the new name, Pearl Milling, maintains the legacy taste consumers have enjoyed for generations while welcoming people from all backgrounds.
The Pearl Milling Company's new advertising campaign, complete with a smiling black family devouring pancakes and syrup, subtly alludes to the company's rich history. A voiceover narrator shares the brand's background while promoting its well-loved taste. The products have been on store shelves since June, but PepsiCo is still evaluating the sales comparison between the old and new brands.
This shift in branding follows suit with several other corporations' reassessments of controversial logos and packaging. Companies like Uncle Ben's, Mrs. Butterworth's, and Cream of Wheat have either updated their designs or are planning a complete overhaul of their branding. The Washington Football Team, facing pressure for using a derogatory Native American team name, announced plans to change it in the future.
PepsiCo will air its first 30-second television commercial for Pearl Milling on Monday, with two additional spots showcasing diverse families scheduled for October.
In the past, the Aunt Jemima brand was criticized for its stereotyped imagery, most notably a black woman in an apron and headscarf. The decision to rebrand came in the wake of widespread outrage following the death of George Floyd, which prompted a series of companies to examine and address their potentially problematic logos and packaging. PepsiCo identified the need for a change, retroactively acknowledging the brand's historic roots within racialized imagery and stereotypes.
With the shift to Pearl Milling, the company seeks to abandon the racialized history, opting for a more neutral and inclusive brand identity. This rebranding is part of a broader trend in the industry, as companies move to abolish racialized branding to avoid perpetuating negative stereotypes.
Reference(s): [1] CNN Business, Retrieved 2023-12-7
