From The Box To The Boardroom

No longer just a black face on a box of rice Uncle Ben
has been elevated to board chairman of his famous
rice and side dishes. And along with the promotion
he's got his own website. Read the article below and
feel free to comment.


A racially charged advertising character, who for decades has been relegated to a minor role in the marketing of the products that still carry his name, is taking center stage in a campaign that gives him a makeover — Madison Avenue style — by promoting him to chairman of the company. The character is Uncle Ben, the symbol for more than 60 years of the Uncle Ben’s line of rices and side dishes now sold by the food giant Mars. The challenges confronting Mars in reviving a character as racially fraught as Uncle Ben were evidenced in the reactions of experts to a redesigned Web site (unclebens.com), which went live this week.

“This is an interesting idea, but for me it still has a very high cringe factor,” said Luke Visconti, partner at Diversity Inc. Media in Newark, which publishes a magazine and Web site devoted to diversity in the workplace.

“There’s a lot of baggage associated with the image,” Mr. Visconti said, which the makeover “is glossing over.”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.
Vincent Howell, president for the food division of the Masterfoods USA unit of Mars, said that because consumers described Uncle Ben as having “a timeless element to him, we didn’t want to significantly change him.”

“What’s powerful to me is to show an African-American icon in a position of prominence and authority,” Mr. Howell said. “As an African-American, he makes me feel so proud.”
The previous reluctance to feature Uncle Ben prominently in ads stood in stark contrast to the way other human characters like Orville Redenbacher and Colonel Sanders personify their products. That reticence can be traced to the contentious history of Uncle Ben as the black face of a white company, wearing a bow tie evocative of servants and Pullman porters and bearing a title reflecting how white Southerners once used “uncle” and “aunt” as honorifics for older blacks because they refused to say “Mr.” and “Mrs.”

Before the civil rights movement took hold, marketers of food and household products often used racial and ethnic stereotypes in creating brand characters and mascots.
In addition to Uncle Ben, there was Aunt Jemima, who sold pancake mix in ads that sometimes had her exclaiming, “Tempt yo’ appetite;” a grinning black chef named Rastus, who represented Cream of Wheat hot cereal; the Gold Dust Twins, a pair of black urchins who peddled a soap powder for Lever Brothers; the Frito Bandito, who spoke in an exaggerated Mexican accent; and characters selling powdered drink mixes for Pillsbury under names like Injun Orange and Chinese Cherry — the latter baring buck teeth.

“The only time blacks were put into ads was when they were athletic, subservient or entertainers,” said Marilyn Kern Foxworth, the author of “Aunt Jemima, Uncle Ben and Rastus: Blacks in Advertising Yesterday, Today and Tomorrow.”
After the start of the civil rights movement, such characters became “lightning rods” in a period when consumers started to want “images our children could look up to and emulate,” Ms. Kern Foxworth said.





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