BRAND MASCOTS THAT STAND THE TEST OF TIME
Brand mascots can make a surprisingly deep cultural impression. Some, such as GEICO’s famous talking gecko, have become almost universally recognizable. Others, such as the M&M spokescandies, evoke a backlash that banishes them to oblivion. Those with warmth and personality tend to last because they spark pleasant emotions, according to a survey of 1,630 people by Crestline Promotions. The most enduring brand mascots, such as the iconic Betty Crocker, manage to evolve with the cultural zeitgeist. The mythical homemaker was invented in 1921 by the predecessor company to General Mills. In the Flapper Era, she became a radio personality, then evolved into a World War II-era heroine creating recipes for homemakers beset by food rationing. From the 1950s through the 1990s, she morphed from a friendly, curly-coiffed homemaker to a stylish Jackie Kennedy lookalike and then to an increasingly confident career woman. The 2022 publication of the 13th edition of Betty Crocker’s famous cookbook attests to her astonishing longevity. Another enduring mascot, the Quaker Oats Man, originated in 1877. His pleasant visage, which leaves nothing to dislike, is one reason he has served as the Quaker brand image for over a century. Most people say the Quaker Man was adopted because of the denomination’s values of integrity, honesty, purity, and strength. Today, he endures as a slimmed-down version
of his former portly self, with a more genial smile.
Other mascots have been sidelined after colliding head- on with cultural trends. Ronald McDonald debuted in national TV ads in 1965, and Generation X grew up with him. By 2016, however, Ronald was under fire for persuading small children to eat unhealthy food. After reports of creepy clown sightings further darkened his
image, McDonald’s benched him. Today, Ronald is mainly confined to promoting Ronald McDonald House Charities, the nonprofit that provides housing for families with seriously ill children. Other once-popular mascots have ended up on the ash heap. Aunt Jemima, the figure who adorned millions of boxes of pancake mix, was abandoned as a caricature from the era of slavery. The same fate befell Uncle Ben of Uncle Ben’s Rice. The company tried to salvage Uncle Ben by promoting him to chairman of the board, but they eventually deemed his image beyond repair.
TAKE A BREAK
NOT YOUR AVERAGE CHOCOLATE CAKE Dive into this decadent chocolate cake recipe for a rich, moist treat that will satisfy any sweet tooth.
Ingredients
• 2 cups all-purpose flour • 1 tsp baking soda • 1/2 tsp salt • 2/3 cup unsweetened cocoa powder
• 3/4 cup butter, softened • 2 cups granulated sugar • 3 large eggs • 2 tsp vanilla extract • 1 1/2 cups buttermilk
Directions
1. Preheat oven to 350 F and grease and flour two 9-inch round cake pans. 2. In a medium bowl, combine flour, baking soda, salt, and cocoa powder. Set aside. 3. In a large bowl, beat butter and sugar until light and fluffy. 4. Add eggs, one at a time, beating until blended; then add vanilla extract. 5. Gradually add dry ingredients to wet ingredients, alternating with buttermilk, beginning and ending with dry ingredients; mix until blended. 6. Divide batter evenly between prepared pans. 7. Bake for 25–30 minutes or until a toothpick inserted into the center comes out clean. 8. Cool in pans, then invert onto a plate. If desired, frost and stack the cakes for a double layer!
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