There are a lot of things to keep in mind when launching a small business. One of them: try not to build your marketing around an insult a substantial portion of the American population. A small bakery in North Carolina forgot this important truth, and launched with the tagline “So Good It Makes Fat People Cry.” The slogan didn’t make anyone cry–it just pissed people off.
Cintra Wilson set out to write a lighthearted, snarky article about the arrival of J.C. Penney in Manhattan for her “Critical Shopper” series, and somehow ended up insulting nearly everyone who read the article. Those who took offense included, but were not limited to: overweight people, tourists, plastic mannequins, people who are attuned to rampant classism, residents of “middle America,” diabetics, and anyone who has ever found an attractive article of clothing at a J.C. Penney.