Sometimes a marketing attempt is so bald, so obvious, and so cynical that you just have to recognize it for what it is. When it also relates to a topic I'm interested in - food and the food industry - I can't resist weighing in on it.
This book review in the NY Times caught my eye today. The book, called Skinny Bitch in the Kitch, is presented by the authors and publisher as a vegan call to arms by a couple of authentic, well-meaning animal activists, but it smells like a marketing tool to capitalize on (a) women afraid they're not skinny enough, (b) vegetarians and vegans eager to reaffirm their beliefs, (c) fashion types who buy $100 doggie outfits, (d) wanna-be feminists who think use of the word "bitch" makes them cutting edge and assertive, and (e) people who feel guilty about eating meat.
A few of the clues:
- Full title? "Skinny Bitch in the Kitch: Kick-Ass Recipes for Hungry Girls Who Want to Stop Cooking Crap (and Start Looking Hot!)"
- Authors' culinary training? None. A "cookbook consultant" helped write the recipes.
- Authors' diet and nutrition training? One of them studied "holistic nutrition through an unaccredited school for alternative health."
- Authors' previous experience, besides writing another "Skinny Bitch" book? One was a model, and the other was a booker for models.
In a sign that the marketing attempt is working, the review notes that one boutique in LA has sold 2,000 copies of the original "Skinny Bitch" to people who probably don't even know it's a vegan book. From some quick research, it looks like the original book may have been an honest manifesto against the food industry and the way women eat. This follow-up, based on the review at least, sounds more like a cheap attempt to extend the brand and cash in on readers who don't know any better.