Mammy's makeover. (Aunt Jemima changes her image) (Business)
Economist (US), The, May, 1989
Mammy's makeover
ONE of America's marketing icons is about to be smartened up. In July Aunt Jemima, the cheerful black cook on a million packets of pancake mix, is swapping her red bandana for pearl earrings. Now 100 years old, Aunt Jemima's grinning face has sold pancake mix since convenience food was first created. Today, her trademark accounts for products ranging from the still popular mix to microwave-ready breakfast foods, accounting for $300m of Quaker Oats' $5.3 billion in sales.
Aunt Jemima was originally created in the image of a character straight off an antebellum southern plantation: a fat, cheerful cook wearing starched clothes and a red bandana around her head. Her mission was simple. To women sceptical about the idea of new-fangled...
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