Anti-Racism in Advertisments the Problem 3
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The New Norm: Inclusion Anti-racism in advertisments The Problem 3 Our Solution 4-5 GET-TO-BY 6-8 Table of Key Terms 9 Contents Intended Outcome 10 Audience 11 Our commitment to you Research and Evidence 12-19 Creative Solution 20-22 Summary and Conclusion 23-24 Resources 25 2 Team 26 THE PROBLEM Racially Charged Brands and Logos Brand identity is more important today then it ever has been. It is crucial to a companies success. Racially charged brands will be left in the dust unless changes are made. Logo Slogan Advertisments Tagline 3 Solution Re-creating brand identity to reflect modern ethics Key Re-designed Elements By recreating brand identities, renaming companies and creating inclusive ads, racism and prejudice can be eliminated from all aspects. Our main goal is to help revamp a brand to be better suited for change and its assistance in becoming an 4 ally. Solution Rebranding Presence By rebranding and After rebranding, we changing past want to instill a bigger designs and logos, social media we can create a presence for brand that proves Mrs.Buttersworth. Using their platform, their willingness to they can provide change. This change resources and show can better match their support today's norms regarding racism. 5 Get To By We aim to GET consumers who recognize our brand 6 Get To By TO think more critically about race and identity issues 7 Get To By BY providing diverse and inclusive rebranding through advertisements 8 Key Terms Racism Stereotype Pigeonhole Prejudice, discrimination or A wide belief but fixed An overly restricted antagonism directed towards and oversimplified idea category someone is a person or people based on or image relating to a assigned. Keeping their relation to a race or person or thing someone in one specific ethnic group; usually a category without an minority group opportunity to change. 9 Intended Outcome Our goal is to provide people with the proper resources and knowledge to help fight racism. With our platform at Mrs. Buttersworth’s, we can use our recognizable and trusted brand following to reach the majority of families. We’ll create ads that promote our mission of diversity and inclusion in the media and brand. Our goal is to help raise awareness by normalizing different identities. We hope to show the value that each person has in order to change the way people think about race in America. We want our brand to emulate a anti-racist attitude. 10 AUDIENCE The audience for our creative solution is American families that enjoy syrup and pancakes. 11 Research In the last few years, more and more companies and brands are taking stands and becoming allies for those in need. Racism has always been a problem, but since the murder of Geroge Floyd, it has become even more necessary to provide resources and create awareness towards the issues of this country. By providing people with the right resources and showing one’s stance on important issues, it can help create unity and a movement to change. Mrs. Butterworth was Modeled After 'Gone With The Wind' Actress Butterfly McQueen. Mrs. Butterworth's "intended to evoke the images of a loving grandmother," but missed the mark. Since the BLM movement they need to re-think branding. 12 Research Conagra Brands is responsible for the branding behind Mrs. Butterworth's. In recent statement from them they recognized that "[their] packaging may be interpreted in a way that is wholly inconsistent with our values.” 60% of the U.S. population — say that how a brand responds to racial justice protests will influence whether they buy or boycott the brand in the future. Additionally, 60% say brands should take steps to address the root causes of racial inequity and 57% say brands must educate the public. Harvard Business Review 13 Research Data Dive 58% of US adults believe it is important for brands to make public statements regarding political and social issues. 80% of Americans believe Social Media raises public awareness of social issues 65% of Americans believe that social media is one avenue that helps highlighting social and political issues Racial bias confrontation in the United States 14 HBR: When Your Brand is Racist Research According to the Jim Crow Museum of Racist Memorabilia, the Mrs. Butterworth's image "served the political, social, and economic interests of mainstream white America." (Danielson) The image argued an idea that female black slaves were happy and content with being slaves. It is believed that the image supposes humanity in slavery with the smile and laughter from the working black women. 15 Case Study Similar companies in the food business such as Aunt Jemima and Uncle Ben's have also received criticism for using a black slave-inspired person as the image of their brand. Both companies have made the decision to do an overhaul of their brand imaging as a result of the brand image being "based on a racial stereotype" (Tyko). 16 How have other companies responded? Aunt Jemima is in the middle of the process of transitioning their brand logo and name from "Aunt Jemima" to "Pearl Milling Company". The company took notice of how their brand was feeding racism in America by continuing the presence of racist stereotypes in our community. Their website displays how they will go from Aunt Jemima to the "soon to be known as" Pearl Milling Company when their same recipe and products hit shelves in 2021. 17 How have other companies responded? Uncle Ben's also took a similar approach to Aunt Jemima by stating how they are taking on a new brand name and logo, yet their recipe will stay the same. The company removed their logo of a black man and "uncle" in the brand name. They are now known as Ben's Orginal. 18 How have other companies responded? Cream of Wheat is another example of a company that has used imagery that is offensive. They've as well taken the same approach as Uncle Ben's and Aunt Jemima. Cream of Wheat is keeping the same name but removing the image of the black chef in the center of the writing. 19 Rebranding Since its creation, Mrs.Buttersworth has We want to revamp the design by creating used the figure of women as its bottle. something sleek and simple. The same The origins of the design have been dimensions of the bottle can be kept but accused of being rooted in slavery replacing the figure of the women. The stereotypes about black women. Such curve of the bottle can be replaced with imagery pigeonholes one specific group. diagonal lines and a round top. That can This is unacceptable, a change is long keep parts of the original bottle without overdue. Our idea is to keep the same keeping any racist connotations. name but to completely change the bottle. Forbes Article 20 Presence Being an ally to minorities and those who On top of having a bigger social media are oppressed, is extremely important. We presence, Mrs.Buttersworth or even can all play our part in making change. Conagra Brands can give a percentage Mrs.Buttersworth can use their social of each bottle sold to a specific charity media platforms to show their support and or organization that will help strive for provide followers with the ability to help. equality. That can make it their goal to This can be done by setting a specific do whatever it takes to help fight Mrs.Buttersworth Instagram or using the racism. Multiple tactics can be used to parent brand Conagra Brands to promote create a greater presence. It can be on equality. social media or by using their income as a tool for others. 21 Re-focused The new focus of Mrs. Butterworth's is how thick, rich, and deliciously sweet the syrup is. In the past the focus has been the compelling aspect of the packaging, but we aim to re-focus that part of the brand. 22 Summary Our problem is racially charged brands and logos. Our solution is re-inventing the brand's identity through logo and advertising strategies. We aim to GET consumers who recognize our brand, TO think more critically about race and identity issues, BY providing diverse and inclusive rebranding through advertisements. Intend to use the outreach of Mrs.Butterworth to teach equality and promote diversity. We showed a history or other brands along with specific cases of racially charged logos and the way they have responded. Befriend and give comfort to the minority communities by giving them a familiar and inclusive brand through advertising. 23 Concluding Statements As a company, having a wholesome and unproblematic image is important. This being said, using our outreach in order to spread messages like equality and inclusion of diversity is everything. With a large family outreach, only good should be done. Creating an atmosphere around our brand that radiates equality and helps cause change is the ultimate goal. 24 Resources https://chicago.suntimes.com/taste/2020/6/17/21295176/mrs-butterworths-syrup-conagra-brands-aunt-jemima-uncle-bens- racial-bias https://www.auntjemima.com/our-history https://www.thecourierdaily.com/mrs-butterworth-black-white-ethnicity/21026/ https://www.usatoday.com/story/money/food/2020/06/17/mrs-butterworths-syrup-packaging-review-aunt-jemima-racial- bias/3209566001/ https://hbr.org/2020/07/when-a-brand-stands-up-for-racial-justice-do-people-buy-it. https://www.mrsbutterworths.com/ 25 Our Team Charles Wiggin Parker Price Isaac Jodel Nick Williams [email protected] [email protected] [email protected] [email protected] [email protected] 503-970-1986 [email protected] (858)449-1770 503-351-1261 650-862-8704 26.