The world of sweet treats has seen its fair share of changes over the years, but few have sparked as much interest as the rebranding of Eskimo Pies in New Zealand. For generations, these chocolate-covered ice cream bars have been a beloved favorite among Kiwis, evoking memories of summer days, backyard barbecues, and family gatherings. However, as societal values and sensitivities evolve, so too must the names of our cherished brands. In this article, we’ll delve into the backstory of Eskimo Pies, the reasons behind their name change, and what they’re called now in New Zealand.
Introduction to Eskimo Pies
Eskimo Pies have a rich history that dates back to the early 20th century. The original Eskimo Pie was invented by Christian Kent Nelson, an American ice cream maker, in 1921. Nelson’s innovative creation consisted of a scoop of ice cream covered in a layer of chocolate, which quickly became a hit across the United States. The name “Eskimo” was chosen because, at the time, it was seen as exotic and reflective of the cold, Arctic origins of the Inuit people, to whom the term referred. As the brand expanded globally, Eskimo Pies became a staple in many countries, including New Zealand, where they were introduced in the mid-20th century.
The Cultural Significance of Eskimo Pies in NZ
In New Zealand, Eskimo Pies have been more than just a sweet treat; they’ve been a part of the cultural fabric. For many Kiwis, the brand is intertwined with memories of childhood, special occasions, and everyday life. The iconic ice cream bars have been a staple at parties, sports events, and even in schools, ensuring that almost every New Zealander has a personal connection to the brand. This deep-rooted affection for Eskimo Pies makes any change to the brand, including its name, a significant event that sparks both interest and nostalgia.
Reasons Behind the Name Change
The decision to change the name of Eskimo Pies in New Zealand was not taken lightly. The primary reason for this change is the evolving understanding and respect for the Inuit people and their culture. The term “Eskimo” is seen as outdated and, in some contexts, considered offensive. It encompasses a wide range of Arctic peoples, including the Inuit and Yupik, and does not specifically or respectfully refer to any one group. In recent years, there has been a global movement towards greater cultural sensitivity and accuracy in language, leading many brands to reevaluate their names and marketing strategies.
The New Name: A Step Towards Cultural Sensitivity
After careful consideration and consultation, the company behind Eskimo Pies in New Zealand decided to rebrand the beloved ice cream bars. The new name, “Pīwakawaka,” reflects a commitment to cultural sensitivity and a deeper connection to New Zealand’s heritage. Pīwakawaka is the Māori word for the fantail bird, a native species to New Zealand that is known for its friendly and outgoing nature, making it a fitting symbol for a brand that aims to bring joy and happiness to its consumers. This change not only acknowledges the cultural significance of language but also celebrates the unique identity of New Zealand.
Implementing the Change
The process of changing a brand’s name is complex and involves multiple stakeholders. From manufacturing and packaging to marketing and distribution, every aspect of the brand must be updated to reflect the new name. In the case of Pīwakawaka, this has included redesigning the packaging to incorporate the new name and a design that resonates with New Zealand’s culture and natural beauty. Consumer education and awareness campaigns have also been crucial in ensuring a smooth transition, helping loyal customers adjust to the change and understand the reasoning behind it.
Consumer Response and Future Implications
The response to the name change has been mixed, with some consumers embracing the cultural sensitivity and significance of the new name, while others have expressed nostalgia for the original brand identity. However, the general consensus is that the change is a positive step towards a more inclusive and respectful society. As consumers become more aware of the stories and values behind the brands they support, companies are recognizing the importance of aligning their identities with contemporary values and sensitivities. The rebranding of Eskimo Pies to Pīwakawaka in New Zealand is a significant example of this shift, showing that even the most beloved brands can evolve while retaining their essence and appeal.
Conclusion
The rebranding of Eskimo Pies to Pīwakawaka in New Zealand marks a significant moment in the brand’s history and in the broader conversation about cultural sensitivity and brand identity. As we look to the future, it’s clear that the values of respect, inclusivity, and cultural awareness will continue to shape the decisions of companies and consumers alike. For fans of the iconic ice cream bars, the change might take some getting used to, but the essence of what makes them special remains unchanged. Whether you knew them as Eskimo Pies or now embrace them as Pīwakawaka, these chocolate-covered treats will continue to be a part of New Zealand’s cultural landscape, bringing joy and happiness to generations to come.
In the evolving landscape of consumer goods and branding, the story of Eskimo Pies/Pīwakawaka serves as a compelling example of how brands can grow, adapt, and thrive while respecting the cultures and values that surround them. As the world becomes more interconnected and aware of its diversity, the renaming of beloved brands like Eskimo Pies to more culturally sensitive and locally significant names will become more common. This shift is not just about changing names; it’s about the journey towards a more considerate and inclusive global community, one brand at a time.
What is the reason behind the name change of Eskimo Pies in New Zealand?
The name change of Eskimo Pies in New Zealand is due to the term “Eskimo” being considered outdated and offensive by some. The term “Eskimo” is a colonial-era term that was used to refer to the Inuit people, but it is not a term that the Inuit people use to refer to themselves. Instead, the Inuit people prefer to be referred to by their specific ethnic group name, such as Inupiat or Yupik. The company that produces Eskimo Pies, Tip Top, decided to change the name to be more respectful and inclusive.
The decision to change the name of Eskimo Pies was likely influenced by the growing movement to retire outdated and offensive terms. Many companies and organizations are re-examining their branding and naming conventions to ensure that they are respectful and inclusive. By changing the name of Eskimo Pies, Tip Top is demonstrating its commitment to being a responsible and respectful company. The new name of the product will help to promote a more positive and respectful image of the company, and will also help to reduce the perpetuation of outdated and offensive terms.
What is the new name of Eskimo Pies in New Zealand?
The new name of Eskimo Pies in New Zealand is “Tip Top Pies”. The company, Tip Top, decided to rebrand the product to focus on the company name and the product type, rather than using a term that could be considered offensive. The new name, Tip Top Pies, is simple and straightforward, and it clearly communicates what the product is. The rebranding effort is aimed at creating a more modern and inclusive image for the company and its products.
The new name, Tip Top Pies, will be used on packaging, marketing materials, and other communications. The change is expected to be rolled out over a period of time, with old packaging and materials being phased out as new ones are introduced. The company will also be updating its website and social media channels to reflect the new name and branding. Overall, the rebranding effort is an important step for Tip Top, as it seeks to create a more positive and respectful image for itself and its products.
How will the name change affect the product itself?
The name change of Eskimo Pies to Tip Top Pies will not affect the product itself. The recipe, ingredients, and manufacturing process will all remain the same. The only change will be to the branding and packaging, with the new name and logo being used instead of the old one. This means that customers can expect the same great taste and quality that they have come to expect from Eskimo Pies, but with a new and improved name.
The fact that the product itself will not be changing is important, as it means that customers will not have to get used to a new taste or texture. The company is simply updating its branding to be more modern and inclusive, rather than making any changes to the product itself. This should provide reassurance to customers who have come to love Eskimo Pies over the years, and who may have been concerned that the name change would signal a change to the product itself.
What do Inuit people think about the name change?
The Inuit people have not made any official statements about the name change of Eskimo Pies to Tip Top Pies. However, it is likely that many Inuit people will welcome the change, as it reflects a shift away from the use of outdated and offensive terms. The term “Eskimo” has been widely criticized by Inuit people and other experts, who argue that it is a colonial-era term that perpetuates negative stereotypes and ignores the diversity and complexity of Inuit cultures.
The name change is an important step towards greater cultural sensitivity and respect, and it reflects a growing recognition of the importance of using respectful and inclusive language. By changing the name of Eskimo Pies, Tip Top is demonstrating its commitment to being a responsible and respectful company, and is helping to promote a more positive and respectful image of Inuit people and cultures. This is an important step towards reconciliation and greater understanding, and it is likely to be welcomed by many Inuit people and other experts.
How will the name change be received by customers in New Zealand?
The name change of Eskimo Pies to Tip Top Pies is likely to be received positively by customers in New Zealand. Many customers will welcome the change, as it reflects a shift towards greater cultural sensitivity and respect. The new name is simple and straightforward, and it clearly communicates what the product is. The rebranding effort is also likely to be seen as a positive step towards creating a more modern and inclusive image for the company and its products.
The name change may also help to attract new customers who are looking for companies that share their values and commitment to social responsibility. By changing the name of Eskimo Pies, Tip Top is demonstrating its commitment to being a responsible and respectful company, and is helping to promote a more positive and respectful image of itself and its products. This is likely to resonate with customers who are looking for companies that share their values and commitment to social responsibility, and who are willing to take steps to promote greater cultural sensitivity and respect.
Will the name change affect the availability of the product in stores?
The name change of Eskimo Pies to Tip Top Pies will not affect the availability of the product in stores. The product will still be widely available in supermarkets, convenience stores, and other retailers, and it will still be marketed and promoted in the same way. The only change will be to the branding and packaging, with the new name and logo being used instead of the old one. This means that customers will still be able to find and purchase the product with ease, and will not have to worry about it being discontinued or harder to find.
The company will be working with its retail partners to ensure a smooth transition to the new branding, and to minimize any disruption to customers. The new packaging and branding will be rolled out over a period of time, with old packaging and materials being phased out as new ones are introduced. This will help to ensure that customers are aware of the name change and can easily find the product in stores. Overall, the name change will not affect the availability of the product, and customers can expect to find it in the same places as before.