Marketing: Talking about non-binaries in advertising for Tilsit is difficult to pass

PostedJanuary 12, 2023, 12:06

Marketing: Talking regarding non-binaries in the advertisement for Tilsit is difficult to pass

archyde news for cheese attracts criticism from all sides. The company explains and rubs its hands: it has toured social networks.

The ironic intent of the ad may not be understood by all, fears the Transgender Network.

Tilsiter Switzerland

Neither those who are committed to the defense of non-binary people nor those who are committed to pushing the subject under the carpet liked it. The last campaign of the producer of Tilsit in Switzerland made react. Among all the posters, which all feature text containing a rhyme, one caught the attention of netizens. “Everyone is non-binary now and loves various Tilsiter,” it reads.

On Instagram, the comments rocketed. “I wonder if you are so awkward and trolling that you consider everyone non-binary or if you deliberately want to address the right-wing conservative populace in a subtle and humorous way,” one user asks. Others suspect a “pinkwashing” process, with the colors reminiscent of the rainbow flag. Some, finally, notice the strong opinions and take them with humor by taking up the structure of the advertisements with a rhyme: “Words divide society, but I will not deprive myself of Tilsit.”

Urs Hänni, director of Tilsiter Switzerland, explains the process. The brand wants to be “cheaper, louder and more current,” he says. The other campaign posters are aimed at politicians and motorists, always in a light and direct tone. Example: “Dear chosen ones, it would be nice if you might only speak with your mouth full of Tilsit.” “Posters should always be understood as a wink,” says Urs Hänni.

Tilsiter

We are not laughing with this

The Transgender-Network Switzerland does not welcome the campaign very well either. “Already, the assertion is obviously false, since everyone is not non-binary”, notes Sigmond Richli. He also mentions the fact of having written “Tilsit*er” in inclusive writing, in its German form, when we are talking regarding cheese here. He welcomes the ironic intention: one would seek thereby to make fun of those who criticize the “madness of gender”. But the approach is risky: those who have not understood the ironic intention will only have reinforced prejudices on gender issues.

(dgr/you)