Eskimonika, the Inuit girl, was already fired three years ago during a period of fierce and inflamed indigenous debate. She was not timely. But still, Diplom-Is has not managed to get rid of her. news has carried out random tests, and she can be found on ice packs in the shop, on the ice car app for consumers, in commercials on the website and YouTube, and on cars on the roads in Norway. 200 ICE CREAM TRUCKS; Diplom-Is has 200 cars on the roads, but only 20 per cent have received a new logo within three years. These cars still have the old logo. Photo: Christian Ziegler Remme / Christian Ziegler Remme – We see the point, and acknowledge that this has taken longer than planned, says Martin Kjekshus, who is managing director of Diplom-Is. COOKIE HOUSE; Ice cream is a billion-dollar store annually for the ice cream giant. The managing director is Martin Kjekshus. Photo: Christian Ziegler Remme / Christian Ziegler Remme He explains that the conversion of the car park has taken longer than planned. Old cars – old logos New cars have had new logos continuously, but not the old ones. Around 160 out of 200 cars still have the old logo. – The last few years have been financially challenging for Diplom-Is, and then we have chosen to prioritize other things than rebranding the cars, says Kjekshus. They also say that old packaging will be used up before new ones appear. – We don’t want to throw away packaging that can be perfectly used only because it has an old logo, says the director. Debate about Red Skins and Joika Three years ago, the debate flared up both in Norway and the USA, among other places. The professional American football team Washington Red Skins was accused of having a racist name. Giants FedEX, Nike and Amazon all demanded they change that. The logo was also criticized. They ended up changing their name to Commanders. DREAMY ESKIMONIKA: Eskimonika still features in the Dream ice cream variety. In random samples carried out by news, we found her on the packaging of various types of ice cream in shops in several places. Photo: Jan Rune Måsø / news In Norway, the food manufacturer Nortura changed the name and packaging of the Joika butcher, which had a caricatured Sámi on the packaging. After several people reacted to the Joika name and the cardigan-clad mascot on the box, Nortura chose to change the name of the meat pies to VILTi. – The facial features have changed According to Diplom-Is, they volunteered to exchange Eskimonika. He points out that the new mascot has been nicknamed Diplom-I’s girl, but is called Iselin and not Eskimonika. CHANGED LOGO: The new logo is still yellow and red, but has removed the sealskin clothing of the Inuit. – It reminds of the old logo, says Trond Blindheim, who is a lecturer at the Department of Marketing at Kristiania University College. Photo: Christian Ziegler Remme / Christian Ziegler Remme – We have removed the sealskin outfit and done something with the facial features. The Diplom-I’s girl is wearing a yellow jacket and trousers, hat and mittens, he explains. Recognizability has been important for the ice giant. – There is a need to make the conversion over several years. Diplom-Ice will not say how much it costs to get rid of old Eskimonika in favor of the ice-girl Iselin. THE ICE CARD APP: On the ice car app, the consumer can follow where the ice cream truck that visits the neighborhood is at all times. But here too Eskimonika adorns the app, which has not been updated in anticipation of a new app. Photo: Jan Rune Måsø / news But for the old NSB that became VY, it cost several hundred million kroner. Petter Stordalen’s Choice Hotels, which was given a completely new name, Strawberry, also costs NOK 200 million a year to change, over four to five years. This could correspond to around NOK 1 billion, according to Dagens Næringsliv. – We do not want to state an amount, but it is of such a size that we need to make the change over several years, says Martin Kjekshus. – We continue to change the logo. – Keep her, says expert Marketing expert and lecturer at Kristiania High School, Trond Blindheim, disagrees with the mascot change. – They should have just kept her. Hardly a consumer sees this, says Blindheim to news. – STUPID TO CHANGE: Lecturer at Kristiania University College, Trond Blindheim, thinks it was nonsense to change Eskimonika. Photo: Jan Rune Måsø / news He points out that it takes time to change logos as Diplom-Is is now doing. He points to the packing line, cars and all the places where Eskimonika has been placed. – It costs an enormous amount of money. It will take a long time to make such changes, says the expert. He believes the debate has been exaggerated and led by certain groupings that have gained traction. The Sami Council, which is a non-governmental organization for Sami from Norway, Sweden, Finland and Russia, thinks it is positive that Diplom-Is has changed its logo on its own initiative. – We understand that converting changed packaging can take time as you often want to use up old packaging. Now it has been almost 3 years and it would be exciting to know what their plan is going forward, says head of the Sami Council’s cultural department Christina Hætta. ENDRET JOIKABOLLER: Christina Hætta is head of the Culture Department of the Sami Council. They have been active in the fight against cultural appropriation. Photo: Dan Robert Larsen / news The Sami Council collaborated with Nortura to bring an indigenous perspective into the relaunch of old Joika, which was called VILTi. She points out that such changes affect several places in the world, not just in Norway.
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Diplom-Is launched a new logo – but is delayed – news Sápmi
