What do Peppermint Fatty, Oprah’s Favorite Fanny and Peanut Butt’r Booty have in common? They are some of the menu items at Dairy Air Ice Cream, a new ice cream shop at 521 Bloomfield Ave. in Montclair with a twist — liquid nitrogen used to make Nitro Cream desserts, as well as flaming ice cream sandwiches and over-the-top sundaes.
But the store is getting a lot more attention for its name and mascot logo, than for its ice cream.
Online Facebook groups have been buzzing about the store’s suggestive image of a sexualized cow on its promotional materials and the names of the menu items to match. Amy Tingle of The Creativity Caravan, posted an open letter to the store on Facebook and said she will be dropping off a hard copy at their location. Tingle urges anyone who feels the same way to cut and paste her words and send a letter to the store:
To the owner and the marketing team at Dairy Air,
I am writing to you to ask you to reconsider your logo design and to remove it from your packaging, storefront, marketing plan, etc. It is offensive and sickening. A hyper-sexualized, obviously female cow with her ass upended and poking through a circle, tail raised up, waiting for what? I’m not sure, but I do know that I am repulsed and offended.
This kind of marketing scheme is the reason we currently have a sexual predator in the White House. Because we have let ideas like this one pass with approval again and again and again. Because women (and men) have sat passively in marketing meetings and have not spoken up when ideas like this one are presented. Because no one spoke up in your marketing meeting and said, “This is wrong.” This is offensive, not just to women, but to husbands and fathers and brothers and uncles and grandfathers who are trying to raise strong young women in a culture that continuously sexualizes them rather than treating them equally, with dignity and respect. Instead of making girls and women feel safe and authentic, we are made to feel – by ads and logos like yours – as if we are things for someone else’s sexual use.
Sell your ice cream on its own merit. Sell your ice cream because it is delicious. Sell your ice cream because it is unique and it is made in a way other ice cream isn’t made. Sell your ice cream because it is a good product sold at a good, fair price point. Do not sell your ice cream by selling me out, and by selling out my collective body of women allies. Do not sell your ice cream by sexualizing us.
Reconsider your logo design and take some time to honestly consider the feelings of women in Montclair and the surrounding area, this country, the world. Consider the young girls and boys who will step through your doors and consciously or subconsciously believe that this is kind of sales pitch is okay.
It is not okay. It has never been and will never be okay.