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Sical Sugar Packet
A packet of Sical brand sugar, in circulation in Portugal. The brand was founded in 1947 by Vicente Peres under the name SICAL - Sociedade Importadora de Cafés, Limitada and is now part of the brands acquired by Nestlé.
The image of the black woman who represents the brand has changed over the decades, and at the beginning of its commercialisation, her expression was much more sexualised. Her breasts were more prominent, and the features of her face and expression were stronger and more stereotypical. The headscarf she wore was originally much more showy, within a colonial, stereotyped and hyper-sexualised imaginary, where the black woman and her representation are used as an object of desire and advertising for the coffee brand.
Nowadays, the black woman has more ‘white’ and western features and without her breasts drawn and exposed, accompanied by the slogan ‘coffee is at the origin’.