Diageo, the company which distills and markets the best-selling scotch whisky, Johnnie Walker, recently announced it would sell a limited-edition 12-year Black Label blended whiskey featuring a woman in a top hat on its label instead of its signature striding man logo. Jane Walker, is meant to "celebrate women" by making scotch less intimidating to woman, Bloomberg News reports.
Introducing Jane Walker, our new icon that celebrates progress in Women’s Rights. With every step, we all move forward. pic.twitter.com/1YP32odgJk— Johnnie Walker (@JohnnieWalkerUS) February 26, 2018
While I applaud their efforts to honor women, I'm not sure this campaign doesn't demean women just a little. Keep in mind, this gender shift is taking place on the heels of the recent Doritos debacle.
A few months ago Frito Lays announced they were going to market a less messy Dorito chip just for women. They were putting all women in one box as if they're all "girly." Thinking of women as dainty little maidens is as silly as thinking of "real men" being too macho to eat quiche.
I don't know about you, but I know plenty of women who enjoy Doritos just as they are. Plus, I have never, and I mean never, met a woman who was "intimidated" by whisky. I've known people of both genders who did not like whiskey, but none of them were intimidated by it.
Of course gender targeted advertising is nothing new when it comes to food. The next time you watch TV pay attention to the commercials. Women are hocking diet meals while men are cooking stuff on the grill. The beer ads feature burly men chugging suds and watching a game. Meanwhile, the wine ads show the beautiful women wearing short dresses while drinking wine on the patio. Diet meals and wine are enjoyed by ladies as the men guzzle brews and cook meat with fire.
I'm a guy. I like wine. I love quiche. I've even had a diet meal or two. Yes I know that "big food" companies are targeting niche demographics for maximum effect. I get that however, it seems to me that they are promoting an unnecessary distinction between genders. I know guys who are more girly than any woman you'll meet and I know women who can drink any guy under the table.
We are who we are. It's time to let "big food" know that gender does not necessarily determine who we are or what we eat and drink.
I'm off to eat some quiche.
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Quiche Loraine 9-inch pie crust 1 cup white onions, sliced 1/2 of a red sweet pepper 3 tbsp. butter 1 1/2 cups grated cheddar cheese 1 cup milk 4 eggs pinch of black pepper 10 strips bacon Put your favorite pie crust in a 9-inch pie plate, Flute edge but do not prick. Sautée onions & sweet pepper in butter until onions are soft. Then put in bottom of crust. Sprinkle with grated cheddar cheese. Beat milk, eggs & black pepper together and pour into pie on top of cheese. Bake in a preheated 450 degree oven for 10 minutes. Top with bacon in spoke pattern, then reduce heat to 350 and bake for an additional 30 to 40 minutes or until set around edges and slightly soft in centre. Let stand 10 minutes before serving. | Crab Quiche pastry for 9 inch pie pan 1 lb crab meat 2tb chopped parsley 2tb dry white wine or dry vermouth salt and pepper to taste 4 eggs lightly beaten 1 1/2 cup milk cayenne pepper to taste 1 egg white paprika to taste Line bottom of pie pan, cover and refrigerate for one hour. preheat oven to 450. mix crab meat with parsley, wine or vermouth, salt and pepper. in a separate bowl, combine eggs, milk and cayenne pepper. brush pastry with egg white, fill crab mixture. pour egg mixture on top. sprinkle with paprika and bake 10 minutes. reduce heat to 350, bake 40 minutes longer or until set. quiche is done when a knife inserted in the center comes out clean. | Smoked Gouda And Onion Quiche 1 Tablespoon Butter 1/2 medium Onion, diced 1 Deep-dish pie shell (frozen) 3/4 cup Smoked Gouda cheese, grated 4 Eggs 1 1/2 cups Half and Half 1 1/2 teaspoon Parsley, chopped Dash White pepper 1/8 teaspoon Salt Preheat oven to 375. Melt the butter in a small skillet. Add the onions and cook until just soft. Set aside. Bake the empty pie shell for 5 minutes. Remove from the oven and place it on a cookie sheet. Place the cheese in the bottom of the warm shell. In a mixing bowl, lightly beat the eggs. Whisk in the half and half, parsley, onions, and seasonings. Pour into the shell. Bake for 25-35 minutes, or until the pie is firm. Serve warm or chilled. |
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