Land O’Lakes Isn’t Talking About Its Logo Change, and That’s a Big Mistake

The brand sidesteps the opportunity to discuss representation

The Native American woman, said to be named Mia, had been the Land O'Lakes mascot for 92 years. Land O'Lakes

May 1, 2020

Key insight:

In the purpose-driven brand era, taking a stance can earn a brand respect, even from consumers who don't agree with them.

The decision by dairy brand Land O’Lakes to eliminate the kneeling Native American woman offering up sticks of butter on its logo marks the end of a problematic mascot with a nearly 100-year history.

Lisa Lacy

@lisalacy lisa.lacy@adweek.com Lisa Lacy is a senior writer at Adweek, where she focuses on retail and the growing reach of Amazon.