People are furious with this ice cream shop in New Jersey for their “sexy cow” logo

No matter how good your product is, you’re not going to make any money whatsoever unless you know how to market it effectively. But what goes into good marketing? Sometimes that means a great string of commercial or a social media game that’s best described as “on point”, but at other times it’s as simple as getting your slogan.

One of the most important things you need for a product, though, is the logo. It’s literally the first thing people will notice about your business, and it’s no surprise that massive companies spend millions on focus groups and graphic designers to make sure their logos are absolutely perfect.

A small ice creamery out in New Jersey, however, has attracted a lot of attention, but it’s not quite clear yet whether or not that’s good attention. The town of Montclair in New Jersey is the location for this rather interesting food logo scandal, and once you take a look at their unique design, you might understand why.

Welcome to… Dairy Air, the ice creamery that’s courting a fair bit of controversy for reasons that aren’t too easy to miss. In case you didn’t pick up the vibe from their company name, the Dairy Air logo depicts a female cow in a beret, licking an ice cream cone, and the letters ‘D’ and ‘A’ tattooed on her posterior. Because what is subtlety, really?

So in New Jersey somewhere, there’s a place where you can buy ice cream that has enough weird anthropomorphic cow imagery to make a flurry blush, and it’s tearing this town apart. Local business owner Amy Tingle is one of many to speak out against the sexy logo, calling it “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.

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.”

While the cow isn’t visible from outside the store, inside Dairy Air, the logo is prominent on many of the walls, cups as well as furniture, and the backlash online has forced the Dairy Air Instagram account to go private, and their Facebook page has also disappeared following the sexy cow controversy.

While Dairy Air’s owner, Anthony Tortoriello, could not be reached for comment, Dairy Air manager Natalie DeRose has expressed regret at the reaction to their cheeky ice cream parlor, saying on Facebook the company never intended to offend anybody.

We have heard the complaints. We take them very seriously and we are acting to change the cow to be more fun and less sexy. Our goal was always fun and not sexy.

In the business world, there are plenty of logos that are immediately recognizable, thanks to a combination of good design and great marketing. Dairy Air probably won’t live long in the memory of many people around the world, but I think they deserve more than to be made the butt of the joke.


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