Uncle Ben's Makeover

The New York Times has an article on the rebranding of Uncle Ben, the black stereotype mascot of the eponymous rice:

Uncle Ben, who first appeared in ads in 1946, is being reborn as Ben, an accomplished businessman with an opulent office, a busy schedule, an extensive travel itinerary and a penchant for sharing what the company calls his “grains of wisdom” about rice and life. A crucial aspect of his biography remains the same, though: He has no last name.
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Despite the character’s impressive new credentials, some advertising executives expressed skepticism that the campaign could avoid negative overtones.

The ads are “asking us to make the leap from Uncle Ben being someone who looks like a butler to overnight being a chairman of the board,” Ms. Kern Foxworth said. “It does not work for me.”

“I applaud them for the effort and trying to move forward,” she added, but the decision to keep the same portrait of Uncle Ben, bow tie and all, also dismayed her because “they’re trying so hard to hold onto something I’m trying so hard to get rid of.”

The updated product website even allows visitors to tour his office. Read the entire article here.

Thanks Zeev!