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First it was Aunt Jemima and Uncle Ben, now Cream of Wheat is reviewing its mascot

18 Jun 2020

Parent company B&G Foods says it’s initiated a review of its packaging featuring an illustration of a Black cook.

As a rule, brands and marketers rarely choose to take risks. Typically this is limited to types of goofy humor, or the variety of music used in ads, or—as we’ve seen during the pandemic—just the sheer amount of soft piano that can fit in a 30-second spot. But this low-risk tolerance is particularly evident when it comes to social issues. Yes, there are the companies that do lead out front, whether it’s supporting Pride, Black Lives Matter, or staying home during a global health crisis. And it’s these few that set the tone for the rest to feel comfortable following.

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This content was originally published by Fast Company. Original publishers retain all rights. It appears here for a limited time before automated archiving. By Fast Company

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