Last but not least: The transformation of the servant to the president

 Uncle Ben transforms from a servant to a businessman with a dark business suit and cufflinks. The Uncle Ben brand dates back to a time when white managers in America were not afraid to advertise using clichés of black men. But in recent times, the uncle has appeared less and less. Nowadays, in the age of political correctness, Masterfoods is probably a little ashamed of the logo from the 1940s. Uncle Ben looks like a servant of a rich planter family and somehow that doesn't quite fit in with the 21st century. For this reason, Masterfoods is transforming the rice brand's logo and making the uncle fit for the next century. It transforms the servant into the president of the brand. Ben keeps his bow tie, but gets a dark Bussines suit. And to make sure the image is completely polished, anyone can visit the president's office at Unclebens.com and get an insight into how the servant has changed.