In a marketing world where competition is stiff and a recognizable and relatable spokesperson is essential, Uncle Ben (Uncle Ben's Rice) just got a promotion.
If you visit the Uncle Ben's website you'll notice you can take a tour of Uncle Ben's spacious, wood paneled, new office. His new office includes a leather chair, book case (full of Uncle Ben's rice), chess table, globe, and contemporary furniture. The virtual tour allows you to select certain items that explains details about the anatomy of rice, or the plethora of Uncle Ben's rice options, or merely to see his classy bow tie collection.
In any case, this new position of Uncle Ben seems a bit exaggerated. In an attempt to crawl out of their affiliation with 19th and 20th century stereotypical marketing racism, they have given Ben the upper management position, clearing them from their distasteful past.
Even though this change was an exaggerated and blatant attempt to sever their historical ties, the website experience wasn't disagreeable (maybe except for the self-portait of Uncle Ben in his own office!). The interaction with the Ben's office is entertaining and almost resembles an 'I Spy' mystery game where you must hunt out and find the clues to solve the case.
While being obvious about its motives, Uncle Ben's new image isn't unpleasant and Uncle Ben's certainly wasn't the only company in the past to use stereotypical marketing to catch customers. Other companies of the like have either disappeared or adapted to contemporary perspectives and Uncle Ben's is making a statement as to their longevity and ability to adapt.
http://www.unclebens.com/?showoffice=true
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