Monday, October 26, 2020

Pepsi changes its pancake daughter’s brand logo

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Pepsi not only produces cola, but also finger food and baking mixes. A brand of the group uses a logo that depicts a woman who could also be a slave. Pepsi wants to change that now.

After accusations of racism, the US beverage and food multinational Pepsi gives its brand “Aunt Jemima” a new coat of paint. Their product range primarily includes baking mixes for breakfast pancakes and syrups. The origins of the 130-year-old brand were based on race stereotypes , marketing director Kristin Kroepfl from Pepsi subsidiary Quaker Foods admitted on Wednesday. Critics are particularly bothered by the logo, which in their eyes portrays a black woman as a mascot in the style of a friendly servant.

Pepsi now wants to change the packaging and brand name. The restart with a changed logo and name should take place in the fourth quarter. Given the current wave of protests against racism and police violence in the United States, companies are also under increasing pressure to adapt to social change. “We need to take a close look at our brands and make sure they reflect our values ​​and meet customer expectations,” said Quaker manager Kroepfl.

The food company Mars also declared a logo to be obsolete because of its racist undertone: that of the rice brand Uncle Ben’s, which shows a black man. The company wanted to contribute to an end to “racial prejudice and injustice,” a group spokesman said on Wednesday. That is why the time has now come to “further develop” the brand logo. A press release says: “We don’t yet know exactly what the changes will be, and we don’t have a schedule yet, but we’re reviewing all the options.”

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