“While trying to progress towards racial equality through various initiatives, we must review our brand portfolio and ensure that they reflect our values and meet our customers’ expectations,” Pepsi’s company said in a statement. Said. CNN Business.
Richardson said that the Aunt Jemima logo was based on the “mother”, a loyal and obedient servant, who enthusiastically nurtured the children of her white master and mistress while neglecting her own.
The company has also aired racist advertisements for decades, and actresses revived the mamy stereotype. He developed the logo over the years and even hired singer Gladys Knight as a spokesperson in the 1990s. Today, Aunt Jemima defines herself as a brand that means “warmth, nutrition and trust – qualities you’ll find in loving mothers from different backgrounds who want the best for their family.”
“Although we have been working for years to update the brand appropriately and respectfully, we are aware that these changes are not enough,” said Quaker Oats North American marketing chief Kristin Kroepfl. Said.
The Aunt Jemima brand will donate $ 5 million over the next five years “Providing meaningful, continuous support and participation to the Black community”. Earlier this week, Pepsi announced a series of $ 400 million initiatives to support black society.
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