This strong ad support would become something of a stumbling block in later years, when many consumers rejected the use of stereotypical images of African Americans in advertising. Such advertising icons as
Aunt Jemima, Cream of Wheat's
Rastus, and Uncle Ben came under fire, and some were even revised to accommodate modern tastes. While his portrait remained unchanged, Uncle Ben shrunk down over the years from a full-sized image that took up the entire box front to a small oval at the top. In fact, the portrait disappeared from the box in the 1980s. Some observers cast this move as a reaction to consumer protests, but the company asserted that it was merely a marketing
maneuver in preparation for a brand extension. The image was eventually reinstated, and remained a brand logo into the late 1990s.