Masterfoods USA's Mars unit is attempting to reinvent brand icon Uncle Ben as a successful business executive, via a new campaign from TBWA/Chiat/Day, but it remains to be seen whether the makeover will be sufficient to overcome his earlier racially charged image. "This is an interesting idea, but for me it still has a very high cringe factor," said Luke Visconti, partner at Diversity Inc. Media. "There's a lot of baggage associated with the image."

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