to create
the trust for a brand, that is most likely to succeed with those who stand behind it. In the case of the “Vegetarian mills of the Rügenwalder mill meatballs”, for example, is directly communicated on the packaging: at the Very top right next to the sentence “you know who’s doing it” smile to us here are two people, namely, “Catherine Bock, production, and Jan-Geert Schüdzig, packaging”. If we unpack the pita on wheat-based, we will think well, maybe to Jan-Geert Schüdzig, if we throw them in the pan, to Catherine Bock – but without the two to come close to: a Real advertising icons are not you will probably.
Jörg Thomann
editor in the Department “life,” the Frankfurt General Sunday newspaper.
F. A. Z. Twitter
it looks Totally different in the case of a Mr, the Elders might be among us, since 1946, to know and today almost the whole world. Be a friendly face with the bushy Brows and the white hair wreath is adorned for more than seventy years, the packs of a company, that is, as supposedly the Lord himself: “Uncle Ben’s” has not only managed in Germany and his home country America, to be a Synonym for rice, as it wipes for “Tempo” in pocket, and for “Nivea” in the case of hand cream is.
this is Ben, we are aware of only a degree, but no last name has to answer, neither the production of rice to its packaging. Uncle Ben was neither the chief nor any employee of “Uncle Ben’s”, but a fantasy figure. This is now to disappear, however, an incision to be absorbed by a company. “Uncle Ben’s” is not likely to lose then just your face but also your name.
The right time
the Background is the last, after the killing of George Floyd’s by a police officer and the ensuing demonstrations and unrest increased sensitivity in the United States in the face of racist stereotypes. The Mars-group, the “Uncle Ben’s” is one of, has announced in a statement: “As a global brand, we know that we have a responsibility to take a stand, to contribute to the racial prejudices and injustices to an end. If we listen to the voices of consumers, in particular in the Black Community, and to the voices of our employees around the world, we see that now is the right time, the brand Uncle Ben’s, including your visual brand identity, to further develop what we do.“ You do not know how “the exact Changes or the schedule will look like, but we are evaluating all options,” the report says. To inform this official Statement, Stefanie Kawalek, spokeswoman for the food division at Mars Germany, there is currently unfortunately no other supplements.
Here are a lot of questions, also in Germany. In the social media commentators, a lack of understanding from the press, Yes dismay. What, the Tenor, did the poor old man only verb that one of the raised him and now lot of sacrifices? And at first glance, the good uncle is actually like one of those wise and benevolent Patriarch, how you presented the advertisement with the “Werther’s Echte”-grandpa or “Käpt’n Iglo”, and as in the cinema, often Morgan Freeman has played.
nostalgia may play a role: For many a child of the Federal Republic of the sixties or seventies, the image on the package of rice, which prepared the mother (fathers cooked at that time rather rare) is likely to have been the first Black man in his life has seen. And the deep, full voice, the advertising price with an American accent in the television in the locker of the fork tumbling rice, made it the very first touch of southern glory feel.
