The Renaming Woes of Australia`s Coon: Building a Culture of Acceptance?
| Case Code: MKTG440 Case Length: 13 Pages Period: 2020-2021 Pub Date: 2022 Teaching Note: Available |
Price: Rs.300 Organization : Saputo Inc. Industry : Food & Beverage Countries : Canada Themes: Branding Strategy, Marketing Strategy Marketing Communication, |
Abstract Case Intro 1 Case Intro 2 Excerpts
Excerpts
About Saputo
A cheesemaker Giuseppe Saputo and his son Lino Saputo (Lino) and family immigrated to Montreal, Canada, from Montelepre, Italy, in the early 1950s. In September 1954, Lino persuaded his father to start his own business. Using US$ 500 to buy some basic apparatus and a bicycle for deliveries, the family founded a cheesemaking company named Saputo. In 1957, Saputo’s first large production facility was built in Montreal’s Saint-Michel neighborhood..
What was in the Name - Coon
For several decades, the brand name Coon had come under fire from activists over its racist connotations. The word Coon was believed to have originated in the 1830s when it was used to refer to people who were kept as slaves. Over the decades, it became a word that was used for people with dark skin. In the modern age, the word Coon was widely considered a racial slur against Indigenous Australians , Pacific Islanders , and people with African legacy..
Coon Rebranded as Cheer
In July 2020, after finally facing and overcoming decades of agitation and much online debate, Saputo announced that it would retire the brand name Coon and added that it was in the process of developing a new brand “that will honor the brand-affinity”, while “aligning with current attitudes and perspectives.” The company stated that the activists against the brand name Coon were also its customers and it did not want to hurt the sentiments of any of its customer groups..
Mixed Reactions to Brand Name Change
The name change divided public opinion in Australia. On social media, some applauded the move, others remained neutral, while still others expressed their resentment. Hagan welcomed the renaming and said, “I’m just happy that the racially offensive name Coon, after July, will no longer be on the shelves for an Australian cheese.”..
The Road Ahead
Saputo took all steps to put the incident firmly out of public scrutiny and move forward with its new brand name. Within a short period, it rolled out its range of products under the new brand name and packaging across Australian supermarkets. The company aimed to launch more products nationally with 10 more cheese items, that included Tasty Slices, Mozzarella Slices, Colby Block, and Tasty Shred..
Exhibits
Exhibit I: Saputo Inc. Timeline
Exhibit II: Products and Brands by Saputo Inc., as of 2020
Exhibit III: Saputo Inc. Five Year Financials Comparison
Exhibit IV: Newspaper Item about Edward Coon
Exhibit V: From Coon to Cheer
Exhibit VI: Companies and Groups That Had Changed their Problematic Brand Names
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