Retarded progress


Shit hit the fan for Coca-Cola in September 2013 when a woman in Alberta, Canada, opened a bottle of VitaminWater to see “YOU RETARD” printed on the cap. That cap was part of a promotional game in which English words were randomly paired with French ones, and in French retard simply (and innocuously) means late. The company apologized and pulled the promotion after the woman’s father complained, but the fierce reaction to this unfortunate juxtaposition invites a closer look at how retard and retarded developed the connotations they have today. Continue reading