The Betty Crocker brand released its first cookbook in 1942, targeting its tips, tricks and recipes toward the American homemaker — i.e. stay-at-home wives and mothers. Jump ahead to 2014, and the traditional idea of what an American family looks like and how a household is run no longer applies in the majority of cases, so rather than being left in the dust with its old-fashioned sentiments, Betty Crocker is not only transforming itself to embrace the diversity of the modern American family, but is actively pushing for recognition, understanding, and support for families of all kinds.
In its latest ad (after the jump), the brand states that “Marraige and family have changed more in the last 35 years than in the last 350.” For instance, “less than half of all American households contain a husband and wife; the number of same-sex couples living together in the US has increased by 80 percent since 2000; since 1965, the time dads spend with their kids has tripled; 40% of women are the primary providers for their families; and the percentage of new interracial marriages is six times what it was in 1960.”
The commercial goes on to point out, however, that every family, no matter the demographic differences, has something in common: where there is love, there is a family, where there is a family, there is a home, and “at the heart of every home is a homemaker.” The brand even acknowledges that term itself may seem outdated, but the concept actually isn’t; you don’t need to identify yourself as a homemaker to be one — if you are a loving member of a family who actively works to make your house a home, guess what? You’re a homemaker, and Betty Crocker is here to support you.
This is some seriously compelling re-definition and branding. Read more