Month: February 2014

February 28, 2014

Games people play

I don’t watch much TV, but I did see an interesting commercial during the Olympics, and you probably did, too.katyperry

There’s a Cover Girl ad which involves some major female celebrities exclaiming “Girls Can’t” — do this and that.  Of course, we all know girls/women can do absolutely anything, so you have to figure there’s something more to see.  It compels you to watch.  Well done, Cover Girl.  I liked it.

But apparently men, specifically dads, cannot do everything.  And that everything involves activities and games with their children.

Who says so?  Kellogg’s says so.

On the back of their Cars movie-themed fruit snacks, they offer six fun game ideas which kids can play:  h-0-r-s-e, flashlight tag, alphabet game, etc.  In the descriptions of the games, they implore kids to seek the help of but one gender:

– From Cloud Shapes game:  “Point them out to Mom and yell out what you think they are.”

– From Charades game:  “In this game, have Mom write down the names of different animals…”

– From Build a Snowman game:  “Finally, get that carrot Mom has in the fridge…”

Sure, it’s rather inconspicuous on the package, but as anyone in a relationship will tell you, it’s the little things that count.

So, Kellogg’s, please don’t be like all the other cereal companies.  (And believe me, there’s more to explore.)  See what you can do about keeping dads an important part of your marketing mix.

February 8, 2014

Boycott this

The Olympics are supposed to be a sporting competition of the greatest athletes in the world.

So why, then, is NBC using the opening of its telecast each evening to remind us of human rights issues that have nothing to do with sports? Why can’t they just cover, um, sports?

It’s about as unrelated as Proctor & Gamble creating the perception that moms are solely responsible for creating Olympic athletes.olympicrings

Once again, we here at dadmarketing believe that moms do indeed have a part in raising kids and encouraging them through the thrill of victory and the agony of defeat. But what about dads?

P&G not only omits dads from the Olympic picture, but self proclaims themselves as the “Proud sponsor of Moms.”

In P&G’s world, dads flat-out don’t exist.

Don’t believe me?

Take a look at what a P&G VP said to USA Today: “Mom’s contributions to their kids’ lives are full of incredible sacrifices,” said Jodi Allen, Procter & Gamble vice president of North American marketing and brand operations. “We’re so moved by these moms and the way they help their children overcome obstacles to achieve their dreams. As athletes are named to Team USA, we celebrate the person that helped get each athlete there and who picked them up each time they fell — mom!”

Why can’t dads get equal love from P&G? What if dads orchestrated a boycott of their products? There’s a real boycott I’d love to see.