Quaker Oats pointed out that older generations who had grown up with the brand and had a personal connection to the visuals had an especially strong affinity.
But it wasn’t an easy choice to bring Aunt Jemima back. Given the delicate nature of the original picture and the strong customer attachment to the brand,
Quaker Oats took the time to consider how best to strike a balance between cultural sensitivity and market needs.
In an effort to solve the issues that caused Aunt Jemima’s original retirement and preserve the nostalgic aspects of the brand, the firm has decided to update it with a more contemporary appearance by reviving it.
Without sacrificing historical knowledge, Quaker Oats wants to develop a corporate identity that embraces ethnic diversity and family values.
The corporation has said that it wants to honor the Aunt Jemima character’s heritage while presenting it in a manner that seems suitable and relevant in the current cultural context.
