Coke is launching its new Fairlife Milk product with a series of pin-up girl photos of women who look like they're wearing dresses made of milk, but some are calling out the company, saying the ads, with headlines like "Drink what she's wearing" and "Better milk looks good on you," are sexist.
The ad images for Fairlife actually come from a series of photographs created in 2013 by a Polish artist, including one that particularly annoyed some critics in which the model is standing on a scale.
Not everyone is condemning the ads, however. Writer Aria Bendix says on woman-centric website Bustle that the milk is "draped over their bodies in an admittedly sensual manner, but not an inherently sexist one." She also contends that the ads are an ode to Coke's 1940s pin-up girl ads, saying of those classic images, "Whether or not these ads can be considered sexist, they were, and still are, iconic representations of the Coca Cola brand. Bendix argues that "it's important to distinguish these representations of traditional 'sexy' women from sexism."
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