‘Choosy moms’ no more at jif.com

jif11In a move that can only be classified as ground-breaking and revolutionary, Jif Peanut Butter has removed its long-standing slogan – “Choosy Moms Choose Jif” – from its website, jif.com.

It’s a surprising and stunning development to be sure, where use of an old-fashioned, exclusionary, yet seemingly notable catch phrase is no longer being employed – at least on its website.

What this means for the future of the slogan’s long-term use is unclear.  So far, there’s no acknowledgement of the removal anywhere from Jif, or from its parent company, Smucker’s.

For decades, the phrase has sent a message to dads that Jif isn’t speaking to them, and for moms has implied that it’s their job to shop and cook.  Of course, with those parenting roles and stereotypical responsibilities having changed long ago, it appears that Jif is finally either succumbing to social pressure, or simply doing what’s right.  Either way, it’s an overwhelmingly positive move for Jif, who’s finally catching up with the times.

We’ll keep on top of the situation.  For now, it seems to be a strong step by Jif to make dads finally feel like a part of its product and messaging.

 

Advertisements

Leave a Reply

Fill in your details below or click an icon to log in:

WordPress.com Logo

You are commenting using your WordPress.com account. Log Out / Change )

Twitter picture

You are commenting using your Twitter account. Log Out / Change )

Facebook photo

You are commenting using your Facebook account. Log Out / Change )

Google+ photo

You are commenting using your Google+ account. Log Out / Change )

Connecting to %s