Body image, diet culture, waistline obsession -- these are a lot of weighty issues to put on the back of a poor snack chip.
But the makers of Pretzel Crisps seemingly asked for it. After a series of what critics call "pro-anorexic" ad slogans for the delicate, lighter-than-air chips, the latest slogan appears to have done little to mollify the outrage.
First there was the rather obvious "You can never be too thin," emblazoned beneath an image of a stack of the waifish wafers. When bloggers at sites like Jezebel.com cried foul, the company pulled the ads with those taglines, saying that it did not "want anyone thinking we advocate anorexia or want to promote bad body image."
What did they replace the ads with? Same image, new tagline: "Tastes as good as skinny feels."
Note to Pretzel Crisps: if you don't want to appear to promote eating disorders, don't recycle a quote by Kate Moss, who has never exactly appeared as the poster child for a healthy body image.
Cue the second round of backlash.
And now the third. Pretzel Crisps newest tagline is: "We're thin and stacked."
In response, Katy Kelleher at Jezebel.com served up this piece of delicious indignation: "After being dissuaded from running ads that appeal to the little voice inside our heads telling us to dietdietdiet until we forget how f****** good food actually tastes, Pretzel Chips switched their tactic. Now, they not only seek to guilt us into buying their crappy chips through reminding us of the 'perfect' body type -- they also want to play on the idea that all women are catty bit*hes who live to outdo each other."