There’s No Graceful Way to Update a Controversial Mascot
And brands certainly don't want to talk about it
Mascots with racial and ethnic stereotypes are alive and well.
Uncle Ben, Aunt Jemima, Miss Chiquita, Eskimo Pie, Cream of Wheat
Key insights:
- Aunt Jemima remains synonymous with stereotypes popularized after the Civil War.
- Mars spent $20 million to promote Uncle Ben to chairman in 2007, but it didn't really stick.
- Experts say Betty Crocker could provide some inspiration.
- A successful effort will require outside help.
Mascots help personify brands and serve as recognizable ambassadors on store shelves. But what happens when those brand faces have a troubled history?
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