No Comment: Goodbye ‘Got Milk,’ Hello Gendered ‘Mootopia’?

Eager to outdo itself–or finally bored with milk mustaches–the California Milk Processor Board has devised a new ad campaign centered around Mootopia, “a perfect land of beautiful hair, healthy nails and strong muscles.”

These milk-marketing masterminds have decided milk = breasts = beautiful women. The TV ads and online fairy tale depict a fertile paradise where “fresh milk” provocatively “flows like waterfalls” and there are plenty of frolicking milk maids to amuse the strapping milk men. There’s also a Facebook game where players are charged with creating and raising their own little Mootopians (only if they’re qualified to rear “ridiculously good-looking people who positively glow with healthification,” of course).

The thin-armed milk maidens lounge on the lake’s shores, sucking milk through reedy straws, taking long milky showers, and suffering the consequences of their too-shiny hair:

…while their male cohorts arm-wrestle to impress a bored blonde:

Clearly, even in utopias–or ‘mootopias’–racist and sexist norms still hold. The men are brawny, the women are idle, and skin is the color of cool, sweet milk.

Discontented Mootopians ready to voice their outrage at the California Milk Processor Board can e-mail inquiries@gotmilk.com 

Comments

  1. I’m not disagreeing that this milk propaganda is sexist, but I’d have found it far more racist and racially insensitive to include races that do not generally digest milk well and promote milk as if they do.

    The fact is that the over-whelming majority of non-whites – African Americans, Asian Americans, Jewish Americans, Native Americans and Hispanic Americans ALL experience some degree of lactose intolerance; most with a rate of 50% or more, most closer to 80 or 90%.

    So, marketing-wise they were between a really soft rock called “excluding people of color completely” which they’ve been doing for years, and a hard place called “giving misleading and false information which could get them labeled racially insensitive.” They’re choosing the least racist of two racist choices, so far, as I see it.

    • The only people who have statistically shown to have no averse reaction to cow milk are those directly defending from the areas around Switzerland. This region has been dependent on dairy products for needed fat and protein for centuries and have developed the ability to process it. This leaves as much as 85% of the world population with some degree of sensitivity to cow dairy. Most people never know. Then again, most people are constantly popping pills to control allergies or digestive problems and think that’s normal. With this in kind, I find advertising milk to the general populace irresponsible.

  2. Carol King says:

    Ugh! The whole thing is just creepy.

  3. I hope men who view this see how sexist it is towards them as well. Not only are the men in Mootopia brawny, but also dumb. Neither male wants to begin the “battle of wits.”

  4. Humans are the only species that drink milk after weaning, which has much to do with the milk producers (and government's) propaganda. This ad campaign is disgusting, but doesn't surprise me at all. It's no more surprising than the multitudes of claims that cow milk is necessary for human health.

  5. I’m not surprised by this ad AT ALL. The entire dairy industry is sexist and speciesist. All feminists should take a good look at whether or not they want to support the exploitation of the female reproductive system. Cows live short lives and are artificially inseminated(aka raped) repeatedly because they have to be pregnant to lactate. Their calves are taken from them very shortly after birth — male calves are chained up and killed very young as veal and females, of course, are raised to be milk slaves like their mothers. When they’ve had about 4 calves they’re considered spent and killed for meat (less than half of their natural lifespan).

    Sure, milk is healthy – for BABIES! All of the ads and propaganda about the health benefits are bullshit. Let’s grow up and stop supporting these inherently cruel industries.

  6. Oh my gosh!! I had been getting really bad headaches after drinking MOOTOPIA 2% reduced fat chocolate milk and went thru the list of ingredients to find out exactly how much sugar is in it.
    Surprise surprise! it has SUCRALOSE and ACESULFAME POTASSIUM in it!

    Both of these are artificial sweeteners and consumers have reported very horrible short and long term side effects to it!!!

    SUCRALOSE (SPLENDA)
    The presence of chlorine is thought to be the most dangerous component of sucralose. Chlorine is considered a carcinogen and has been used in poisonous gas, disinfectants, pesticides, and plastics. The digestion and absorption of sucralose is not clear due to a lack of long-term studies on humans. The majority of studies were done on animals for short lengths of time. The alleged symptoms associated with sucralose are gastrointestinal problems (bloating, gas, diarrhea, nausea), skin irritations (rash, hives, redness, itching, swelling), wheezing, cough, runny nose, chest pains, palpitations, anxiety, anger, moods swings, depression, and itchy eyes. The only way to be sure of the safety of sucralose is to have long-term studies on humans done.

    ACESULFAME POTASSIUM -The problems surrounding acesulfame K are based on the improper testing and lack of long-term studies. Acesulfame K contains the carcinogen methylene chloride. Long-term exposure to methylene chloride can cause headaches, depression, nausea, mental confusion, liver effects, kidney effects, visual disturbances, and cancer in humans. There has been a great deal of opposition to the use of acesulfame K without further testing, but at this time, the FDA has not required that these tests be done.

    I personally am disgusted with HEB for selling this without having a notice in front that it has SPLENDA as one of its ingredients. I would never buy this for myself much less give this to my kids had I known this.

    Into the trash you go, MOOTOPIA!!!!!

Trackbacks

  1. [...] This post was mentioned on Twitter by Ms. Magazine, JLV. JLV said: sup, racist & sexist ad campaign? RT @msmagazine New Mootopia milk campaign hard to swallow: http://ht.ly/2cFH5 [...]

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