Current Events > Do you agree with the retiring of Aunt Jemima and rebranding of Uncle Ben's?

(+) Yeah! (+)

I actually really like Aunt Jemima syrup and had no clue it had racist origins.

I don't agree with it because I don't think a person or brand should be judged by their origins but by how they conduct business today.

Not that I think there was a lot of public ire being directed their way, but where's all the pearl clutching over a company like Nestl who literally doesn't believe access to water should (ever) be a fundamental, foundational human right?

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Rebranding/retiring is stupid

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So because Nestle is doing something else wrong, this isn't wrong and shouldn't be changed? Ok.

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Aunt Jemima was probably overdue.

I never really got the impression that Uncle Ben was racist though.

And apparently Mrs. Buttersworth is also rebranding? I don't understand that one at all.

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Chicken_Butt posted...

So because Nestle is doing something else wrong, this isn't wrong and shouldn't be changed? Ok.

Just feels like misplaced outrage.

You can fight both battles at once

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It's topical outrage for sure.

Never heard or seen a single soul bring this up or care about it until this week.

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It ultimately seems to be a completely pointless gesture. Regardless of their origins, they have been seen for decades as some mundane brands. This is the kind of activism that makes others look at the whole picture and think they're overreacting, thus hurting the rest of their goals.

Aunt Jemima was already a known racist stereotype. She was an image of the "Mammy". I figured the image change to the generic older black woman was a late response, but an entire brand change is good imo.

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CE pretty split on this issue. More so than I'd have expected

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What happened to reclaiming shit?

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I'm ok with it. Just don't change Mrs. Butterworth.

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Sunburst posted...

I'm ok with it. Just don't change Mrs. Butterworth.

Mrs Buttersworth is under going internal review, apparently

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Oh no. That was my favorite.

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There's no real scenario where this is a net loss for pepsico.

Aunt Jemima: Yes and its pretty sad it took this long.

Uncle Ben: Sure, but that one I dont really get. To my knowledge Uncle Ben isnt a racist caricature. Its just a dude with a bow tie. Maybe it has to do with the era it was made.

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Nah. Just seems like a waste of effort. Taking down symbols of racism is all well and good, but it should be symbols that actually have a meaningful impact. Nobody was upset over something like Aunt Jemima, and nobody is going to feel any better with it rebranded.

Say what you will about companies who offer support and donations just to make themselves look good, but at least they're actually contributing something to someone. This rebranding nonsense is completely meaningless, and feels more like a mockery than real support.

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Questionmarktarius posted...

There's no real scenario where this is a net loss for pepsico.

Until everyone has no clue wtf happened to their favorite breakfast syrup and in the downtime go to Log Cabin or Hungry Jack's or something and never go to "Quaker Oats Syrup" or whatever

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Yeah sure whatever
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KeeperOfShadows posted...

Taking down symbols of racism is all well and good, but it should be symbols that actually have a meaningful impact.

So wait. "Minor" symbols of racism shouldn't be addressed because the impact wouldn't be as strong as other symbols being taken down?

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nemu posted...

It ultimately seems to be a completely pointless gesture. Regardless of their origins, they have been seen for decades as some mundane brands. This is the kind of activism that makes others look at the whole picture and think they're overreacting, thus hurting the rest of their goals.

@nemu ah I got you, youre a hungry jack man. I feel you I feel you

Kastrada posted...

So wait. "Minor" symbols of racism shouldn't be addressed because the impact wouldn't be as strong as other symbols being taken down?

well nobody was particularly outraged about it.

I've been around for over 27 years now and to memory I only remember the recent logo. Never knew about the old logos.

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Kastrada posted...

So wait. "Minor" symbols of racism shouldn't be addressed because the impact wouldn't be as strong as other symbols being taken down?

Almost. More like insignificant symbols shouldn't be addressed because they have no impact.

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wackyteen posted...

Until everyone has no clue wtf happened to their favorite breakfast syrup and in the downtime go to Log Cabin or Hungry Jack's or something and never go to "Quaker Oats Syrup" or whatever

Were either brand in a position of market dominance, there would have been a press release full of platitudes, instead of treating the situation as an opportunity for a rebrand.

wackyteen posted...

well nobody was particularly outraged about it.

I've been around for over 27 years now and to memory I only remember the recent logo. Never knew about the old logos.

It's been a thing in black communities how Aunt Jemima was a mammy caricature. It's not a recent thing. Even after her update she's still been viewed as a mammy.


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Questionmarktarius posted...

Were either brand in a position of market dominance, there would have been a press release full of platitudes, instead of treating the situation as an opportunity for a rebrand.

According to a study on statista that costs way to much a year for me to dig into the numbers, but over 130 million Americans consumed Aunt Jemima in 2019.

Ill pull the source in a moment

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I don't really care. If it upsets people, sure.

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Kastrada posted...

It's been a thing in black communities how Aunt Jemima was a mammy caricature. It's not a recent thing. Even after her update she's still been viewed as a mammy.

Well I'm about the whitest mother fucker you'll find, so forgive me for not having experience with black communities lol

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wackyteen posted...

over 130 million Americans consumed Aunt Jemima in 2019

Dayum Jemima

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Kastrada posted...

It's been a thing in black communities how Aunt Jemima was a mammy caricature. It's not a recent thing. Even after her update she's still been viewed as a mammy.

And I know far more people who think the character is endearing for that reason rather than something to be offended by. Obviously, me and the people I know don't represent black people everywhere, but I find it hard to imagine someone who legitimately has an issue with Aunt Jemima irl.

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https://www.statista.com/statistics/278485/us-households-most-used-brands-of-pancake-table-syrup/

So it showed the numbers in a regular browser but it didn't work in my mobile browser.

Aunt Jemima absolutely slams the market compared to other individual brands and even the combined "Other Brands"

Next highest is Mrs. Butterworth's at 51.87 million while Aunt Jemima sits at 130.59 million.

Holy shit <_<

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Those at [Brand] showing they care

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wackyteen posted...

Holy shit <_<

Hmmm... this is getting interesting.

At first I disagreed with the retirement. I didnt know much about the brands history and she looks like a normal black women. I thought what was the big deal?

Then I did research on how the brand started and looked up past image portrayal of Aunt Jemima. Holy shit this is very definition of mammy and black face.

Retire that shit. Goddamn everyone look up the history of the brand.

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Looks like Quaker has been wanting to reband Aunt Jemima for several years now, but could never convince pepsico higher-ups to allow it.
https://www.nytimes.com/2020/06/17/business/aunt-jemima-racial-stereotype.html

Questionmarktarius posted...

Looks like Quaker has been wanting to reband Aunt Jemima for several years now

Its kind of like the Redskins situation in the NFL. Every few years or so people will bring attention to it and itll be addressed somehow and then everyone moves on.

I remember this situation being brought up several times over the years

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Kastrada posted...

So wait. "Minor" symbols of racism shouldn't be addressed because the impact wouldn't be as strong as other symbols being taken down?

Please tell me what is minorly racist about this because I just don't see it.



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Houston posted...

Please tell me what is minorly racist about this because I just don't see it.

I never mentioned Mrs. Butterworth at all.

The person I quoted said something that made it seem like they were saying minor, racist symbols aren't worth it to take down because they won't have much impact. That was the point of my post. Nothing about any of these brands. Just an in general conversation about symbols.

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Kastrada posted...

I never mentioned Mrs. Butterworth at all.

The person I quoted said something that made it seem like they were saying minor, racist symbols aren't worth it to take down because they won't have much impact. That was the point of my post. Nothing about any of these brands. Just an in general conversation about symbols.

Okay, I concede.

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wackyteen posted...

Well I'm about the whitest mother fucker you'll find, so forgive me for not having experience with black communities lol

Ignorance is all fine and good. To be ignorant isn't something bad, despite what cancel culture has turned into. The issue is this:

wackyteen posted...

well nobody was particularly outraged about it.

I've been around for over 27 years now and to memory I only remember the recent logo. Never knew about the old logos.

People have been hating on the mascots for a while. But because you personally have never heard anything, and claimed in the other post that you have no experience with black communities, that's the problem.

KeeperOfShadows posted...

And I know far more people who think the character is endearing for that reason rather than something to be offended by. Obviously, me and the people I know don't represent black people everywhere, but I find it hard to imagine someone who legitimately has an issue with Aunt Jemima irl.

I mean I've known a lot of black people back home that refused to buy that and Uncle Ben's. The older generations because they knew about the historical significance of the character/grew up with it and the younger generations because they were taught the history by the older people.

Either way anecdotes aren't a good measuring stick for this. The fact is the mascot was a racist caricature and enduring mammy stereotype that has been updated only three times in it's existence.

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I think it's kind of dumb but I also really don't care. As long as it's syrup and tastes good, I don't give a shit what the bottle or the label looks like.

Yes and no

Idgaf, in fact im nostalgic for these characters

But if it srsly hurts a ton of ppls feelings fine
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Houston posted...

Please tell me what is minorly racist about this because I just don't see it.

Although Mrs. Butterworth's is the most racist mascot of all.

A black woman. You crack open her skull and drain her life force/her blackness until she is nothing but an empty vessel you throw in the trash until you replace her with another black woman who you repeat the cycle of abuse and murder.

>________>

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On the one hand, it seems unnecessary, since I don't think those mascots really represent the original caricature. At this point, Aunt Jemima just looks like a kindly old black lady and the image just represents pancakes and syrup. When was the last time they actually personified Jemima?

On the other hand, I really don't give a shit about brand mascots. It'll probably be just two less PoC representatives in corporate branding.

At 100 votes the break down is:

Yes, it was racist and outdated
33% (33 votes)

Yes, it was outdated
8% (8 votes)

Kind of
3% (3 votes)

Not really
10% (10 votes)

No, just because it has racist roots/origins doesn't mean it's that way today
21% (21 votes)

No, rebranding/retiring is stupid
23% (23 votes)

Other
2% (2 votes)

Tbh the most surprising to me is the fact that Aunt Jemima is by and far the most popular syrup on the market

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I really don't care either way.

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The act of rebranding them feels largely neutral but the reason behind it feels like unimportant petty crap. Its the kind of thing the right and left keep calling eachother snowflakes over.

That said, I dont really care what a jar of syrup is called or looks like either way.

Kami_no_Kami posted...

That said, I dont really care what a jar of syrup is called or looks like either way.

I do, because maple snobbery.

old 1930's ad, and this is a tame one since i know snowflakes would get upset and mod me https://coinbranding.com/wp-content/uploads/2011/02/AJ3.jpeg

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I think it was a brilliant PR move to both seem like they give a shit about racism while simultaneously boosting their sales from people wanting to get soon-to-be-collector's items from the store shelves.

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Irony posted...

Rebranding/retiring is stupid

lol

stupid take

no one cares, really.

cry over nothing.