Aunt Jemima Changing Name & Logo, Along With Uncle Ben…


Date: June 22, 2020

01) Aunt Jemima Changing Name & Logo, Along With Uncle Ben


I first encountered this campaign to banish Aunt Jemima [Uncle Ben, etc.] in the 1990’s…

…They haven’t been too interested in making these changes the last few decades…Not until now, after people are taking to the streets…and they’re probably getting really worried this might come back around to bite them.

As icons go…I have to ask, what happens when an icon transcends it’s original meaning or intent?…

I grew up with these successful, national brands…If you’d have asked me to describe Aunt Jemima…I’d have said she was a smiling southern lady wearing a dew rag…and not thought much else about it..because an icon that old doesn’t really have many old enough left, to genuinely connect it with racism and slavery…does it?…

You’d have to go searching for this information, in order to ever know anything about it.

What I find trippy…is that Mrs. Butterworth’s pancake syrup is also pulled into this…

…the magical bottle of syrup that comes to life and talks in the commercials…

If you’d have asked me to guess her biological race…I’d have honestly said she was probably white…she seemed like a classic, English maid…Nothing about that character ever made me presume it was supposed to be black…I mean, the color of the bottle was very dark…but it was a pancake syrup bottle…what other color was it supposed to be?

It feels crazy after all this time, being told that Mrs. Butterworth is black.

I’m at a loss as to how this translates into being “racist”, though…but it sounds like they’ve succeeded in banishing Mrs. Butterworth, also…

…and that black cook on the Cream of Wheat boxes.

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