Aunt Jemima Rebranding

By now you’ve most likely heard that the brand Aunt Jemima will undergo rebranding in response to the massive global outcry against racism. To which I of course say “of course.”

By now you’ve also likely read much of the commentary about this move by Quaker Oats which is owned by PepsiCo. By now you’ve also likely heard that other brands are approaching a similar rebrand like Uncle Ben’s for example. I won’t repeat all of that here except to say “of course” once again.

You may not know that I teach a graduate marketing class at NYU, and while I too have followed this activity, I wanted to hear what the students had to say. Millennial students who are studying integrated communications. So of course Aunt Jemima came up in our weekly review of marketing activity.

I asked them what they think.

While many expressed nostalgia for the brand and remembered it at breakfast whey they were kids (it was on my table too), they all expressed the need for change. The need for change in what is a rapidly changing world that will no longer let these kinds of things slide. Their words. The need for change that has come up from people demanding it. Their words.

Their insightful words.

We also talked about how any company who needs to make similar changes simply must admit that this change is a long time coming and take accountability for not having done it before. Doesn’t erase it, but take responsibility for it and move to action. Quick action.

I love hearing their perspectives. And as I always say, “I learn more from them then they do from me.” They are the future of this industry and I know they will carry it forward appropriately!

What’s your experience? JIM