As I was skimming through my Yahoo! headline news today, I came across an article that struck a nerve. Really, deeply struck a nerve. Like nails on a chalkboard; hitting your funny bone off the corner of a table. I’m so disturbed and outraged that I want to drive to Sun-Maid headquarters and give them a piece of my mind. But since this is not possible, I’m taking it to the cyberwaves. Let me ask you. What is wrong with this picture?
Nothing you say. Well no kidding. This, my friends, is the Sun-Maid ‘girl’ – the ‘face’ of a brand that has clearly stood the test of time. It’s iconic, memorable… and even more importantly, this image is instilled in our hearts and minds. Yet Sun-Maid felt it necessary to replace this beautiful, original and REAL Sun-Maid girl with a buxom, Barbie-like computer animation. Just take a look:
So she is pretty. Who gives a flying duck? Really. I don’t know who they have heading up their marketing and advertising efforts, but it doesn’t take a genius to know that their target markets don’t give a hoot about big breasts and a youthful glow. We’re talking about moms buying raisins for their toddlers, bakers picking up a box to make their oatmeal cookies extra good and seniors looking to get on the ‘move’ (if you know what I mean). In no way do any of these groups care about Raisinonia. They care about the original, innocent Sun-Maid Princess. Her name, by the way, was Lorraine Collett Peterse.
The company says the move was made to bring the product more current; to represent healthy lifestyles. Huh? How many people do you see at Gold’s Gym munching on a box of raisins? WTF Sun-Maid. What are you thinking? And more importantly, who are you thinking about? Certainly not your customers. Must be a 30-year-old jock at the helm of your advertising efforts.
What’s your take? Advertising brilliance or complete stupidity? You know where I stand.
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About the reviewer
Crystal Williams (Crystal)
Hi! My name is Crystal, and I have multiple personalities. No. I don't have a disorder. I just know how to apply myself in any given situation, love variety and not afaid to go after what Iwant (even … more
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Sun-Maid Growers of California is a cooperative of raisin growers headquartered in Kingsburg, California. It was founded in 1912 as the California Associated Raisin Company. As a cooperative, Sun-Maid is owned by family farmers who grow raisin grapes all located within 100 miles (200 km) of each other in the Central Valley of California, midway between Los Angeles to the south and San Francisco to the north.
Once raisins were established as a marketable crop which grew and dried well under the California sun, raisin grape area expanded rapidly in the late 1800s. The earliest efforts to form a successful cooperative business to be owned by raisin growers started in 1898. But the cooperative did not become a reality until 1912 when the entire community supported the establishment of the California Associated Raisin Company. In 1915, the brand name SUN-MAID was launched, and within a year, executives of the company discovered a local girl, Lorraine Collett Petersen, a seed planter and picker from Fresno, California whose smiling face, red sunbonnet, and tray of fresh grapes would become synonymous with sun-dried California raisins.
By 1918, facilities had become inadequate for the rapidly growing enterprise. The company opened a new facility near downtown Fresno, which was recognized at the time as the "finest factory building west of Detroit."
In 1964, further modernization of processes and growth of the cooperative lead to the construction of, and move to, a new ...