Aunt Jemima to be rebranded after 131 years
- Thread starter KoolAid
- Start date
Ask Tropicana how well that went for them.
Their sales dropped 20%, the head of the company responsible for the redesign left, and the company itself closed down shortly after.
Focus testing doesn't guarantee success.
I think that's the point. It sounds old timey as fuck.
It's fine.
I don't understand all the complaining. The main aim of the rebrand was to get rid of all the potentially problematic elements that's why "Aunt", "Jemima" and the picture of the black woman all had to go. Replacing the black woman with another "mascot" could also have been seen as problematic.
The new names aims to keep the old-timely branding without resorting to racist imagery and has actual ties to the company history. Seems fine to me.
The new names aims to keep the old-timely branding without resorting to racist imagery and has actual ties to the company history. Seems fine to me.
That's because: "Pearl Milling Company was founded in 1888 in St. Joseph, Missouri and it created the self-rising pancake mix that became known as AJ."
So they reverted to the original company name. Not a glamorous name, sounds a tad industrial. Yummy
Sounds like a name that was heavily put through market research and lawyers to come up with a name that would not cause trouble. At least you can still tell what it is due to the color scheme.
I can't shake how reminiscent this is of Into The Spider-Verse and other sci-fi stories about alternate realities where all the brands you know exist but with like 1 noteworthy difference to them such as the name or mascot. Like they they are even using the same font for the new brand name. Everything about this feels way too safe, like they are ultra pranoid about losing any business due to the branding change. They even keep the old logo right on the front to let people know it's still Aunt Jemima. Would have applauded a bolder more inspired redesign.
Yeah, we used to have this kinda stuff in Denmark too. Luckily I don't hear a lot of people complaining about the name being gone anymore. Though we did just have some people being upset that Eskimo icecream is getting renamed.We had this candy called N*****s Kiss, and basically all liquorice candy was branded like this. We also used to have a childrens game at gym class in elementary school called "who's afraid of the black man" where one was black, and everybody was supposed to run away from him/her, and if you were caught, you turned black too.
These were re-branded years ago, but still people use these as examples of "SJW-bullshit"
Very very fucked up.
That's an awesome name. Wtf are you all complaining about? It's old timey as shit and it makes me think damn this goes back so this shit must be good
Aunt jemima makes me think some dumbass white person really slapped a black person as a logo to make me think it's good
Aunt jemima makes me think some dumbass white person really slapped a black person as a logo to make me think it's good
.
they have to remove the 'tastes like the aunt jemima' bit tho... but rascism wasn't built in a day.
Aunt Jemima finally has a new name
Quaker Oats is releasing a new name and logo for its "Aunt Jemima" products, finally retiring the racist stereotype that has adorned its pancake mixes and syrups for decades.www.cnn.com
And just to make everyone feel better, know that a marketing firm was paid millions for this ingenious name change
General Mills used be called the Minneapolis Milling Company before they were acquired and went through phases. Which one rolls off the tongue more and is easier to market? This branding is just confusing and then they put they go and put a building on the front as a logo? Because that's what I want to think of when I'm eating my pancakes: industrialized labor of the 1800s-1900s. Pearl Mills Pancake Syrup. Boom. It's simple. You're done.
Their website is still there and nothing looks rebranded? I don't buy juice anymore so this is news to me.
I've only been getting ads for banks and vacation homes.
I think it has more to do with your online profile.
The company that did the rebranding work closed down, not Tropicana
It's a bad rebrand but they're lucky that the packaging colour scheme and bottle shape are iconic enough that it may not impact anything. It's good they didn't pull a tropicana and replace everything, Just went from one name to this awful one.
since when do people only discuss things where they are directly impacted lol
It's one of the more widely-known rebranding failures.
They went from the classic design with color-coded caps to a generic design with 3D orange caps and a colored label.
They did a complete 180° on the rebrand after losing ~$33M in two months.
I should add that my posts are not a comment on this re-brand, just that focus-tested rebrandings are not always successful, as implied by DeathbyVolcano.
I like both of these better.
There's just something off about having the word "company" in this branding.
That is possibly the worst redesign I've ever seen. I'm amazed it got approved.
It sounds generic as fuck, the brand will be dead in under three years.
That would be really weird considering how left wing and nerdy my web searches are. Unless it confused me for my gun nut nationalist brother in law still has my Chrome on his PC.
When they're smaller like this they look like something I'd buy at a pharmacy.
I agree. Not sure what issue people have with the rebrand. Surely they wouldn't rather they keep the same name.
It sure is a shame that the only two choices were "Keep the racist branding" and "Give our product a terrible generic sounding name that is clumsy to say out loud"
Nothing about that name makes me want to buy this. Why couldn't they just change the Aunt Jemima mammy image to something more modern?
Q. O. Pearl Miller & Company
Amalgamated Corn Syrup Pancake Nectar
Patent Automatic Pan-Cake Flour