After Alicorp announced in 2020 that it would change the name and visual identity of the Negrita product line, this Wednesday it has just released its new and renewed brand called New, inspired by humisha, a jungle version of the yunza, a colorful and joyful festival celebrated in Peru.
La Negrita was in the market for 60 years, but Alicorp decided to change the image to ratify its “commitment to diversity and firm opposition to racism in all its forms,” as stated in a statement last year.
“The change of brand is very important for Peruvian society and public administration, because it helps us to stop stereotyping certain groups; for example, Afro-Peruvians and in this case Afro-Peruvian women”, Gustavo Ore from the Directorate of Cultural Diversity and Elimination of Racial Discrimination of the Ministry of Culture specified in a video for the brand.
How was the new brand built?
New It was born from a collaborative process that was launched in August 2020 and to which hundreds of academic professionals and students from all over the country applied with their various proposals.
“It was a process filled with a lot of learning. Listening to the concerns and suggestions of the different experts helped us to find together a new brand that fills us with pride and that represents everything we were looking for for this name change. We hope that this brand will continue to inspire new moments of celebration that foster unity and closeness among Peruvians ”, said Vanessa Montero, director of the Alicorp Center of Marketing Excellence.
The winning idea of the contest was created by Luis Martín Rázuri, design professional and university professor, who was inspired by yunzas, a colorful celebration that reminds him of candies and sweets. And from that holiday, they used a variant of his name: Ushma.
Alicorp explained that Ushma will keep the desserts and soft drinks that were already in its portfolio, but new products will be added.
Why did you change the ‘Bold’ brand?
In mid-2020, Alicorp reported that the image change was the result of how societies now address the issues of diversity and racism. “What before could be considered positive, today is inappropriate, because we are all more aware that stereotypes are being consolidated that we seek to overcome,” he said in his statement.
“There are many things that racism reproduces that are intangible, that since we do not see or feel directly we assume that it is not there, what is communicated about Afro-Peruvians is something minimal and is something that is normally associated with stereotypes. It also has its particularity with representations like the one that Negrita had, these figures that are very similar to that of enslaved black women to associate it with issues that have to do with housework”Explained Ana Lucía Mosquera, consultant and researcher in Intercultural Communication, gender diversity and non-discrimination for a brand video.
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