It's interesting to see how Betty Crocker's look has changed to reflect the times and trends, as described by General Mills archivist Suzy Goodsell:
1936: "She was supposed to be an 'ageless 32,' but in those days people tended to look older earlier," said Goodsell. "She looks a bit serious — pleasant, but certainly not grinning." This portrait made its first package appearance on Softasilk cake flour, and it was used in the World War II booklet.
1955: "She was the postwar Betty," Goodsell said. "This is probably the one that most people remember from their grandma's kitchen."
Six artists, including Norman Rockwell, were commissioned to paint their own interpretation of Betty Crocker for her first updated portrait. Illustrator Hilda Taylor's version — "an older, friendlier, grandmotherly" Betty won out.
1965: "This was the Jackie Kennedy era, and the beginning of the tendency to glorify youth," Goodsell said. "Betty lost 10 to 15 years and 10 to 15 pounds, and gained some sophistication and polish."
1969: "They took the bubble out of her hair and got rid of the pearls," said Goodsell. "A journalist who saw it called it a dead ringer for Mary Tyler Moore, which was certainly a sign of those times."
1972: "More women were graduating from college, having careers and getting active in politics, so she's more businesslike," said Goodsell.
1980: "They thought the '72 portrait was out of date, and they were trying to target a 30-something look," said Goodsell.
1986: This was the "yuppie" era. "This is a professional woman — approachable, friendly and competent," said Goodsell. "She's as comfortable in the dining room as she is in the board room, although people commented that (the) bow would be a fire hazard if she ever really did lean over a stove."
1996: This portrait was done as a 75th anniversary essay contest. General Mills launched a nationwide search for 75 women who reflected the "spirit of Betty Crocker." These women's faces were digitally blended together, and a Minnesota artist created a portrait from them. "This is our first brown-eyed Betty, and her clothes are 'casual-Friday' attire, or ready to drive off to her kids' soccer game," said Goodsell.
There are no plans in the works to change or update the present portrait, "But the brand is always busy, so who knows?" said Goodsell.
Many food companies have used personalities to promote their products. "There were a lot of others who came and went, and who's to say why one was any better?" said Goodsell. "But Betty Crocker was always praised for her personable, we're-in-this-together approach. People were very responsive to her."