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The Pearl Milling Company wants to remind its breakfast-loving customers that they are no longer Aunt Jemima.
In a new ad campaign launched this week, Pearl Milling Company parent company PepsiCo is attempting to boost sales of the beloved pancake and waffle mixes, and syrups by reminding consumers that the rebrand has not changed any of the company’s products.
Last year, PepsiCo announced that the classic-known Aunt Jemima brand would have its name changed in the wake of the racial unrest that took place last summer following the murder of George Floyd by a Minneapolis police officer.
“Given that we’re still in the early stages of the rebrand process, there is a need for us to reinforce that Pearl Milling Company has the same great taste consumers have known for generations and with a new name that welcomes people of all backgrounds,” a spokesperson from PepsiCo said to CNN. “There’s also an opportunity for us to accelerate growth in the pancake and syrup categories.”
The new featured ads show Black families using Pearl Milling Company pancake mix and syrups as a narrator tells the story of the brand’s history.
“Pearl Milling Company isn’t new to this,” the narrator says in one ad. “Our perfectly fluffy, syrupy goodness has been there for every special moment and we’ll always be here. Stack up the Mmmoments.”
PepsiCo has not shared any of its sale figures as the company believes it may be too soon to see how well the rebrand is doing.
“Shelves are still transitioning so it is too early to share sales figures, but we’re encouraged as we look at initial Pearl Milling Company velocity performance,” PepsiCo said.