Domain rebranding should faithfully match any corporate brand changes and in the case of Aunt Jemima, it’s all in.
Quaker Oats has officially changed Auntie into a corporation, by giving its iconic brand the name “Pearl Milling Company.”
It is the start of a new day: Aunt Jemima is now Pearl Milling Company. Though the Brand is new to store shelves, the name itself has been a part of our story for over 130 years. Pearl Milling Company was a small mill in the bustling town of St. Joseph, Missouri. Using a pearl milling technique, they produced flour, cornmeal, and, beginning in 1889, the famous self-rising pancake mix that would go on to be known as Aunt Jemima. Our pancakes have been bringing smiles to the breakfast table ever since.
The three worder brand is matched by a three word domain name, PearlMillingCompany.com.
Pearl Milling Company – PearlMillingCompany.com
Registered in January with CSC Corporate Domains, the domain PearlMillingCompany.com forwards to AuntJemima.com for now. Eventually, we expect that the opposite will happen.
Quaker Oats also registered the shorter variants PearlMilling.com and PearlMillingCo.com.
Meanwhile, enterprising domainers registered PearlMilling.Company and PearlMilling.CO – a clear demonstration of brand squatting.
