After the folks at Joe’s The Art of Coffee heard of my shit-fit over their “Get your bikini bod” ad for skim lattes, they sent this in response:
No, the manager didn’t realize it offended people. It was meant strictly as a joke; tongue in cheek. We serve Full Fat milk unless asked not to on all drinks, and are actually prone to think it’s silly to ruin coffee with skimmed milk. I, for one, think it tastes watery and ruins coffee, but to each their own. (ed: I tend to agree. Whole milk FTW!)
I am sorry if this joke offended. However, we give rein to our talented barista/artists to create new and different boards. I was surprised at how virulent a response was created on that blog, and think someone made a mountain out of a molehill. However, I will ask them to change it.
Of course, as I pointed out to my fellow Harpies when I read this, the “mountain out of a molehill” line is frequently invoked when a woman complains of misogyny. Because small incidents of sexism don’t matter and there’s no need to be a hysterical female about it…
That said, this was overall a thoughtful response and it sounds like they got the message. If the offending board is gone, I’ll get myself a (whole milk) latte at Joe’s on my way to work tomorrow.
Ah, the good ole “it’s just a joke – it doesn’t harm anyone!” It never goes out of fashion, does it?
Skim lattes forever! But really, not because I want it to be about a bikini body. Good on you for sending the post to them, and this is not a “molehill” but a continuing pattern of shaming women for not looking like they can pose in Sports Illustrated’s swimsuit issue.
Wow, they hit several of the “this is only barely an apology” markers:
* The “I’m sorry if you were offended” (rather than, sorry they did something offensive)
* “strictly as a joke” (as if saying something offensive, and following it up with “I was just joking!” isn’t the behaviour of twelve-year-old bullies)
* calling the response “virulent” (really? Two sentences of explanation why this was offensive, with a little bit of profanity (but of course, when it comes to responding to shaming or misogyny, any response is too much — we’re supposed to be ashamed, not outraged))
* and, as you pointed out, the “mountain out of a molehill” claims of over-reaction.
But most importantly, if they take the sign down, that’s enough. The important part is not that they apologise gracefully. It’s not really, in my eye, that they understand. It’s that every single act of casual misogyny creates the environment in which that misogyny is considered perfectly normal. So one fewer sign out there normalizing body-shaming is a win.
Looking forward to see if they take it down or not, please tell us!
I definitely agree with Cheryl Trooskin-Zoller here–On all counts.
I’m really sick of hearing the whole ‘it’s not THAT big of a deal’ apology. If you’re a woman who is offended by something that was “meant to be a joke” you’re making a big deal out of nothing.
The offending ad is not gone. Stay tuned…
Yeah, I agree with Cheryl and Holly – totally weak sauce “apology”! I have no idea what a “Joe’s The Art of Coffee” is, but I’ll be actively avoided them should I ever encounter one. I’m a home roaster anyway. No body shaming at my coffee pot.
Joe(or whomever), I’m sorry you’re so offended that I was offended. Also, surprised at how you made an [even more giant thing] out of that mountain Becky made out of a molehill.
Understand? Me neither.
[...] been following Becky Sharper’s posts (see here, here and here) on The Pursuit of Harpyness about Joe The Art of Coffee (in the Village in New York City) [...]