潜水简介:
- 百事可乐宣布将对其杰米玛姨妈的姑姑产品进行完整的品牌重新品牌后不到一天，本叔叔的品牌将是undergoing a "brand evolution,"根据其母公司火星网站上的声明。
- 拥有小麦奶油的B＆G食品也说是进行“立即审查”早餐谷物的包装，其中包括黑厨师的照片。“我们了解有关厨师形象的担忧，我们致力于评估我们的包装，并将主动采取措施，以确保我们和我们的品牌不会无意中助长系统性种族主义。”
- ConagraBrands also announced it would be doing a“完整的品牌和包装评论”of its Mrs. Butterworth's brand. "The Mrs. Butterworth's brand, including its syrup packaging, is intended to evoke the images of a loving grandmother," the company said in a statement. "We stand in solidarity with our Black and Brown communities and we can see that our packaging may be interpreted in a way that is wholly inconsistent with our values."
潜水见解：
当数百万美国人面对长期存在的系统性种族主义和种族偏见时，他们不仅在看着自己，而且在他们购买的东西上。公司正在盘点他们通过包装和营销活动提出的图像和偏见。
Through the years, whenever objections were made to the Black faces on the packaging and marketing campaigns for these brands, the corporate parent companies responded by talking about多么钟爱品牌是。
与杰米玛姨妈（杰米玛姨妈发明出售煎饼混合物）不同，本叔叔是一个真实的人。根据该品牌的网站，其产品以命名a well-known and successful Black rice farmer from Texas. The face on the box is not Ben's, though. It belongs to Frank Brown, a Chicago waiter and chef. Uncle Ben's became the new name for Mars' Converted Brand Rice in 1946. While the former name described exactly what the parboiled rice brand, the clunky name likely didn't stand out on a shelf.
Critics of the name and imagery have also pointed out that Uncle Ben has no last name. Years ago, white Southerners used to refer to older Blacks as "uncles" and "aunts" instead of "Mr." or "Ms." And Uncle Ben wore a bow tie for many years, an image that some said made him look like a hotel porter or someone with another service job.
在2007年，在许多食品品牌取消了种族不敏感的品牌之后，火星决定将本叔叔放在焦点中。《纽约时报》报道了该公司已经完成了消费者研究into the Uncle Ben character and found no negative reactions. Instead, consumers focused on positive imagery and“the legend of Uncle Ben,” Vincent Howell, the president of the Mars division overseeing the brand told the newspaper.
So the company spun a new legend around Uncle Ben, transforming him into a board chairman. On the brand's website, Ben became portrayed as a successful businessman with a well-appointed office, a busy schedule and "grains of wisdom" to share. Howell told The New York Times he found the branding powerful because it showed a Black icon "处于突出和权威的位置。作为一名非裔美国人，他让我感到非常自豪。”
小麦包装奶油的厨师也是一个真实的人，尽管他不是identified as Frank White直到2000年代。怀特与1893年创建的谷物品牌没有联系。他的名字没有由公司正式录制，但怀特显然告诉人们他曾经是模特。
虽然多年来的小麦盒和广告上的大部分图像都以微笑的黑厨师为特色，但有一个广告称他为Rastus，这是一个perjorative and generic name内战后的黑人。该广告似乎具有1921年的版权，显示了厨师拿着黑板关于一碗小麦奶油的污染和价值的书面陈述不佳。
Butterworth夫人的现场相对较新，前面是Pinnacle Foodscreating the brand in 1961。Butterworth夫人的糖浆的瓶子处于一个长裙和面包的女人的形状，该品牌的主要营销活动一直涉及与瓶子交谈的消费者。黑人女演员瑟玛“蝴蝶”麦昆reportedly was the modelfor the original Mrs. Butterworth's bottle, but the syrup bottle character has not been portrayed as any particular race. The bottle is dark brown, however — though most syrup bottles are to prevent light damage.
这些年来，这些品牌吉祥物一直保持到位 - 甚至获得了更多的突出。但是，甚至在意识提升的那一刻之前，变化也可能在酝酿之中。萨拉·舒尔特（Sara Schulte），火星食品北美的外部传播经理said in an email to Adweek该公司一直在考虑本叔叔的“更具实质性”的变化，并在杰米玛姨妈的公告之前开始了这项工作。
