Compare to http://www.skinnycow.com/

Personally I don't want to eat any food that calls me a cow.

And it's not like men would ever want to lose weight. Right?

Waitaminute. Is Monterey Jack a boy cow (like in the animated pic Barnyard) or boy cheese?

I'm actually a little surprised they didn't sex up the cow. Can't have a fat cow lady on your diet cheese donchaknow!

Only ladies go on diets, and ALL ladies go on diets. Of course.

I'd like to see more equality in this regard. We also get messages about what a “manly” look is, but obviously not nearly as often as women do. I feel healthier since I started working out again, and even though I haven't lost a lot of weight, some fat went away, I built more muscle and have a more pleasing appearance (or so my wife tells me). Dieting -in the sense of NOT stuffing your mouth with junk food- combined with exercise would be a positive message to send to everyone. The problem is when someone takes it to extremes and conflates dieting with starvation, which is sad. As a side note, we shouldn't take women's agency away
in this whole dieting thing and automatically assign them the “victim” status. Women are not mindless zombies and can make decisions for themselves instead of being brainwashed by the ad industry. It only works that way with weak minds.

The cow next to the brand name is looking at her and looks kind of horny.

Lisa, I think there is something else going on here as well; the negative reference to cows as "old, fat cows" i.e., that all they do is stand around and eat and "have to be milked", the complete control of the cow's female reproductive system to produce milk in the first place; so underlying this negative attitude to "fat cows" is that they represent what oppression looks like though we don't want this to be in our explicit consciousness. Thus the idea that the "skinny cow" has somehow escaped reproductive slavery and thus can be "thin" and also "free" is going on. Look at the cover of NEITHER MAN NOR BEAST, that image is from the New York Times, a skinny cow as though in a weight loss pose (i.e., "I used to be a fat cow but now look at me"). anyway, the unspoken aspect of this ad is that cheese is feminized protein, a product of female slavery.

"And it’s just cheese people! Cheese!"
But let's get outraged about it anyway.....

"Heterocentrism" isn't even a word.

Gender binaries should be upheld AND affirmed. As should class, tribe, nationality, etc. Don't buy into that Western thinking, it's based only on feelings and "good intentions", then a lot of wasted time justifying those feelings.

The old Asian traditionalism has a much longer and better track record: The more hierarchy, class and groupings, the more advanced and ordered a society becomes.

Besides, what's the problem here? You don't tailor things for women, femmis call you sexist for ignoring them. You do tailor things for women, femmis call you sexist for... stereotyping them? Or something? In the end it's always some variant of hurt feelings, so these complaints shouldn't be considered too seriously.

The question is "Are they making more money with this marketing?" If the answer is "yes" then we will have a hard time convincing those who created the campaign that they should be doing it differently. I don't buy much Lucerne cause the cheese is "meh"—so it makes sense that they have to resort to gimmicks.