Opti
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Post by Opti on Sept 23, 2021 11:16:52 GMT -5
Good rebrand? Bad? Somewhere in the middle? I keep noticing one commercial for the former Aunt Jemima brand. A black family sitting around the table eating pancakes with a box of Pearl Milling Company pancake mix on the table. www.pepsico.com/news/press-release/aunt-jemima-rebrands-as-pearl-milling-company02092021Pearl Milling Company-branded pancake mixes, syrups, cornmeal, flour, and grits products will start to arrive in market in June 2021. Pearl Milling Company will offer people all their favorite pancake mix and syrup varieties in the same familiar red packaging previously found under the Aunt Jemima brand. Products will continue to be available under the Aunt Jemima name without the character image until June. Land O Lakes just removed the image. I don't remember the other rebrands we discussed back then. www.landolakes.com/products/butter-spreads/
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Artemis Windsong
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Post by Artemis Windsong on Sept 23, 2021 11:32:09 GMT -5
At the breakfast table, a lot of kids pretended that Aunt Jemima was the loving nanny.
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Tiny
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Post by Tiny on Sept 23, 2021 12:01:34 GMT -5
I did not grow up with pancake mixes or syrup. I did grow up with land o lakes butter. I have no idea what "land o lakes" or the Indian Girl had to do with butter.... I now assume "land o lakes" is Wisconsin (and cows/dairy) not sure why there was an Indian girl on the label. I don't have much of an "opinion" about the images/names changes because I don't have "fond" memories of the images/names. I always thought the Mrs. Buttersworth bottle was "weird" and the Aunt Jemima logo was "odd" - like why did those brands need Black Ladies (<-- that's teen/20 something age me in the 70's/80's) on the label when the other brands didn't? Same with the Indian girl on the butter... why?? That said: Rebranding or changing a logo happens ALL the TIME. It just happens more "quietly" than the Aunt Jemima/Land o Lakes changes. I'm sure other questionable logos/names got changed in the last 20 years with very little hoopla. Anyone notice that Dunkin' Donuts is now just DD or Dunkin' ? (I know it's not the same as Aunt Jemima or Mrs. Buttersworth... but it's a logo change and maybe a rebrand. ) ADDED: for some reason I keep reading Pearl Milling Company as Pearl MINING Company.... I'm guessing at some point they will rebrand/relogo to PMC or Pearl or perhaps the current rebrand is away to usher out/end these products? and to re-introduce them with some other snazzy name. It might make marketing sense to get the hoopla over the name change done and in the past - so that going forward they rename/rebrand with all the hoopla being about how wonderful the NEW products are.
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mollyanna58
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Post by mollyanna58 on Sept 23, 2021 12:21:21 GMT -5
I got a bottle of Aunt Jemima syrup that was on clearance because of the name change.
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teen persuasion
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Post by teen persuasion on Sept 25, 2021 20:49:29 GMT -5
I don't have much of an "opinion" about the images/names changes because I don't have "fond" memories of the images/names. I always thought the Mrs. Buttersworth bottle was "weird" and the Aunt Jemima logo was "odd" - like why did those brands need Black Ladies (<-- that's teen/20 something age me in the 70's/80's) on the label when the other brands didn't? Same with the Indian girl on the butter... why?? That said: Rebranding or changing a logo happens ALL the TIME. It just happens more "quietly" than the Aunt Jemima/Land o Lakes changes. I'm sure other questionable logos/names got changed in the last 20 years with very little hoopla. I thought the bottles shaped like people were odd, too. When I was younger I never understood the significance of the black women as "brand", it was just outside my frame of reference and was meaningless to me. In the current day, yeah, it is way past time for a rebrand - culturally insensitive, but also meaningless to generations too far removed from the era it's trying to evoke (in a positive light, presumably). At the same time, when the rebrand bears no obvious connection to the original, isn't continuity of brand recognition lost? Dunkin Donuts -> Dunkin' -> DD is at least connected. Aunt Jemima -> Pearl Milling Company is disconnected, to me. I wouldn't realize they were the same. I remember when local mozzarella cheese maker Sorrento was bought by someone and rebranded Galbani. The Galbani ads go on about Italy this and Italy that - bogus; it's (still) made in Buffalo! Can we just go back to the Sorrento brand that was proud to be made in Buffalo? But I bet the rest of the country was clueless to that rebrand. It's also interesting when brands are different across the border. DiJourno pizza is Delicioso pizza in Canada -ads/taglines are otherwise the same. Kraft Mac & Cheese is Kraft Dinner in Canada, or KD.
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NoNamePerson
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Post by NoNamePerson on Sept 25, 2021 22:14:06 GMT -5
Heck, weight watchers is now WW in their ads. I never understood what watchers had to do with weight! Why not weight losers since the jest of their brand.
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Opti
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Post by Opti on Sept 27, 2021 12:04:28 GMT -5
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djAdvocate
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Post by djAdvocate on Sept 27, 2021 18:30:31 GMT -5
I think it is a good brand name. I wish them luck with it.
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