Montclair Ice Cream Shop Responds To ‘Sexy Cow’ Controversy

MONTCLAIR, NJ — Some Montclair residents called it “offensive” and “hyper-sexualized,” a symbol of America’s reliance on sex as a marketing weapon. Others just saw a cartoon cow’s butt. But however you slice it, the controversial logo of the newly opened Dairy Air Ice Cream Co. has surrounded the shop with a buzz that has been heard across the state.

The debate is centered around a logo that the Bloomfield Avenue shop was considering, which depicted a cartoon cow gazing over her shoulder with a saucy look and her posterior jutting out.

“This kind of marketing scheme is the reason we currently have a sexual predator in the White House,” said Amy Tingle, a Nutley resident and Montclair business owner, was one of the first to publicly lambaste Dairy Air's logo on Facebook.

• See related article: Montclair Shop's 'Cow Butt' Logo Is Making People Freak Out

Despite the hullaballoo about their logo – or maybe even because of it – the new ice cream shop has served more than 1,000 customers since opening their doors, according to a Thursday statement from Dairy Air. But now it may be time to “end the battle over the cattle,” according to the shop’s owners.

“We simply created a fun illustration to complement our fun name,” explained Anthony Tortoriello, a partner in the up-and-coming franchise and father of two teenage daughters.

“In hindsight, however, we realize that the illustration may have been offensive to some,” Tortoriello said. “In light of that, we are working now to tweak it.”

His business partner, Jeff O’Neill, also a father of two, said that there was also an “overwhelming” positive response to the saucy logo as well.

“While we appreciate that, and all of our supporters, we want to do what’s best for our customers, our neighbors, and ultimately for our brand here in Montclair, and as we begin to expand regionally,” O’Neill said.

Tortoriello and O’Neill said that they he never intended for their ice cream store or its brand identity to be controversial.

“We stand by our product 100%, but we’re OK putting the cow out to pasture,” Tortoriello said.

Tortoriello pointed out that the store’s actual “logo” is an ice cream sandwich, which is featured on all of the exterior signage. (See below photos) However, their “sexy” prototype marketing image is now being reworked, the pair said.

“Dairy Air and its branding team are currently working on a variation of the illustration and expect to unveil it soon,” a spokesperson for the shop said Thursday.

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Photos: Dairy Air Ice Cream Co.