Uncle Ben Gets Big Promotion

ben_knows_best.jpg
The New York Times examines the revival of “a racially charged advertising character.”

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.
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.
Vincent Howell, president for the food division of the Masterfoods USA unit of Mars, said, “What’s powerful to me is to show an African-American icon in a position of prominence and authority. As an African-American, he makes me feel so proud.”

I want to say something here, but I’m left dumbfounded by Howell’s pride.

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About David Burn

Native Nebraskan seeking the perfect pale ale in the Pacific Northwest. Copywriter and brand strategist at Bonehook. Co-founder and editor of AdPulp.

  • http://multicultclassics.blogspot.com HighJive

    Does anyone else see irony in the company’s name — Masterfoods?

  • http://adpulp.com David Burn

    Wow, I didn’t even see that. Now, I’m stupefied.

  • theo kie

    This feels a bit….uncomfortable.
    If nothing else, the shiny-faced execution of the character feels very old-fashioned. This links him too closely to the original Uncle Ben – who’s perceived as a bit of an Uncle Tom.

  • http://multicultclassics.blogspot.com HighJive

    notice the wedding band on ben’s left hand. please don’t tell me he’s married to aunt jemima.

  • jay

    What does the copy say in the print ad above? Anyone know?

  • The peanut gallery

    It’s nice to see “Massafoods” treats their house coloreds so well.