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I recently read an article in the New York Times that TBWA/Chiat/Day and Tequila are trying to overhaul the Uncle Ben’s brand image by recasting him as the fictional “Chairman” of packaged-food giant Mars, Inc.

The site let’s you explore the explore the new chairman’s office using a combination of photos and video. It is all well produced but you quickly feel like there just isn’t a point to it all and they are trying to fill the site with thin and un-engaging content. I can play a guessing game as to why the hell is their is rice in a first aid kit in a cabinet or why the chess game plays itself but i just don’t care that much. Currently Uncle Ben’s does not appear in person in the site but the New York Times is reporting a digital Ben is going to appear on the site sometime in the near future. I will add it to my bookmarks and check back in a while and see if the addition of Ben makes this site more engaging.

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