June 15, 2016

How to sell breastfeeding to both moms and dads

medela1Whatever Medela is paying the people who handle its marketing and communications – it’s not enough.

Just take a look at this marvelous ad, which includes families of all shapes and sizes, plus ad copy that doesn’t exclude any one member of the family.  And while you gaze, bear in mind what this company is all about:  it’s a staunch supporter of breastfeeding, and nothing else.  Read what its company founder calls its “Breastfeeding Support Pledge”:

“We pledge our dedication to breastfeeding as the best nutrition for babies and families.  We further pledge that our breastfeeding accessory products and literature shall never be used to influence mothers to switch from breastfeeding to infant formula feeding.  Nor shall our breastfeeding accessory products and literature be used in any way to promote artificial baby milk.” – Olle Larsson, Founder of Medela.

medela2So if there was ever a company that could be excused for playing the dad omission card (not that it’s ever right), Medela would be it.  But they don’t stoop to that inappropriate level – they include dads on its website, in print, and employ complete, inclusionary words like “family,” “parents” and “parenthood” on a consistent basis.

The converse of this wonderment, of course, is Similac – a company which sells formula, which is arguably, intrinsically built-in for dual-parent use.  Yet, Similac takes every opportunity to exclude dads from its messaging.

For further irony, check out comparable ad copy from each ad:

  • Medela:  “…breastfeeding looks different for each family.”
  • Similac:  “There’s no ‘one-formula-fits-all’ for babies, or for parenting, either.” 

While these lines are similar in nature, one walks the talk – the other just talks, because the latter isn’t backed by consistent communication through photography, social media or website use.

Medela deserves Dad Marketing’s highest Seal of Approval for demonstrating that breastfeeding involves both parents, and for not propagating the unfair perception that parenting should be directed by one gender.

June 14, 2016

Can’t dad use a Boppy?

Last month we came across a thought-provoking post titled “Needlessly gendered products for men.” There’s actually several articles on this topic, so consider reading at least one of them via your friendly neighborhood browser.boppy9

Anyway, that post made us consider the many needlessly gendered slogans which exist, phrases which promote products unnecessarily aimed at one gender:

Jif Peanut Butter – to its credit – is slowly releasing the stranglehold it has on its timeworn phrase, but it’s still hard to believe the CEOs of these companies continue to cling on to these old-fashioned, sexist slogans, allowing their marketers to intentionally discount the viability of at least half of its customer base, particularly with products that have nothing to do with gender.

Alas, peanut butter is no more a feminine product than watching football is intended solely for men.

boppydadBut then you have some products which seem to bemuse our perception, products which have been marketed for so long, positioned in such a convincing way and aimed at a certain audience that we’ve come to believe its use was envisioned strictly for one gender.

That’s certainly the case with the Boppy, which for 26 years has made us believe it is a breastfeeding pillow.  For starters, go ahead and visit boppy.com and notice your browser, which reads “nursing pillow.”

Its website is loaded with mom-only references, and yet you may be surprised to know the product was never intended for nursing.

According to this story, inventor Susan Brown came up with the idea in 1989 when, her daughter’s day care center requested parents to bring in pillows to prop up infants. Brown’s idea for a horseshoe-shaped pillow soon came about, but Brown never invented it for the sole purpose of breastfeeding:

“Now it’s almost embarrassing to admit, but when people started using it for breast-feeding, I was like, ‘Oh, yeah.  Of course,’” she said.

boppy11A brief reflection upon its own history and founding – and a glance at its own latest ad – may encourage Boppy to return to its roots.  Check out the bottom of this ad, where Boppy describes four of its product’s core uses, none of which have to do exclusively with moms (while physical breastfeeding does, general feeding – the word used in the ad – doesn’t).

If a Boppy can do all these things, why exclude dads from its marketing and ignore dads’ contributions to parenting?

Yet it specifically proclaims the Boppy to be mom’s domain.  It’s another unfortunate exclusionary tale which makes us wonder at least four times over:  why not use the word “parent” instead of “mom”?  Replacing that word would no longer alienate dads, it wouldn’t make moms turn the page in revolt, and Boppy would position itself as a true baby product for both parents.boppy12

It’s a little ironic that Boppy references “boy bands” is its clever headline.  Several members of those ‘90s bands are now dads, and rumor has it that some of them even use a Boppy.

What do you say Boppy?  Twenty-six years is a long time, but it’s time to start recognizing both genders as equal parents.

June 13, 2016

The boldest prediction we’ve ever made

intelligender2When a child starts playing sports, parents will do everything imaginable to be a part of that child’s team.  Whether it’s organizing a booster club, volunteering at the concession stand, providing snacks, coaching, or simply cheering loudly from the stands, parents love to get actively involved.

Dads and pregnancy are often the same.  Aside from carrying out the actual birth, dads routinely like to get as close to the action as possible:  going to doctor appointments, prepping the baby’s new room, narrowing down baby names, shopping, and so on.  We’ve even met several guys, who like the mothers-to-be, will watch what foods they eat as a show of solidarity.

Alas, men love being team players and involvement, which makes this latest ad by IntelliGender all the more confusing.  Here it tries to take the fun of predicting a child’s birth away from expecting dads.

Why exclude them?

Men love predictions.  An entire month each year is dedicated to brackets and determining the outcome of basketball games.  Meteorologists take educated guesses at the weather daily.  Presidential elections are constantly forecast and polled.

Anytime a pregnancy is involved, that means incessant planning, waiting and predicting – and it’s exactly like the pregame!

If Fox Sports can precede a Super Bowl with six hours of nonstop banter trying to prophesy the winner and speculate on players who will make an impact, wouldn’t most guys want to turn a life-changing, baby-to-be moment into a fun pre-birth experience?

Doesn’t IntelliGender think that guys would want in on this action, rather than exclude them?

Just imagine the entertainment.  Want to wager on the child’s gender?  How about bracketizing your name choices?  What’s the over-under on its weight and height?

Think of the enjoyment that could be spread around, not just with dad-to-be, but with everyone.  IntelliGender’s own slogan is “Share the joy!,” but its marketing materials hardly want to divvy it around.

Let’s hope IntelliGender can start to include dads in its future messages, or odds are, another company will beat them to it.

June 9, 2016

Old Navy removes sexist ‘Father’s Day’ shirt from shelves

gap3After more than a week of social media outcry concerning a misguided Father’s Day t-shirt, retailer Old Navy has finally pulled the item from its shelves.  News of the removal was first reported by the National At-Home Dad Network.

Last month, Old Navy unveiled a men’s shirt with bold letters proclaiming “It’s Father’s Day”; creative use of alternate colors and one small, additional word revealed its true message:  “It’s Really Her Day.”

oldnavy2Consumers everywhere have demanded a response from Old Navy, but so far it has remained markedly quiet.  Attempts to reach an Old Navy spokesperson have gone unanswered.

Late last year, Old Navy unveiled a controversial children’s shirt proclaiming “Young Aspiring Artist,” whose last word crossed out in favor of “Astronaut” and “President.”  The shirt sent a strong message to artists that their profession wasn’t respectable, and under pressure from consumers everywhere, the shirt was eventually pulled from shelves.

At that time, Old Navy issued a statement concerning the controversy, but this time around it has remained silent.

June 7, 2016

Old Navy made a Father’s Day gift no dad will want

oldnavy2Just when you think it’s safe in June – the month when dad gets his deserving due and eventual one day in the sun – retail company Old Navy drums up yet another t-shirt controversy to undermine dads in one cotton-polyester-blend swoop.

Most recently, it unveiled a t-shirt quickly drawing the ire of not only dads, but social media users of all types.

On the shirt, bold letters proclaim “It’s Father’s Day”; creative use of alternate colors and one small, additional word reveal its true message:  “It’s Really Her Day.”

Dads are not pleased.

The shirt has been mildly circulating on social media in days prior, but was brought to the forefront yesterday by well known SAHD advocates At-Home Dad Network (@HomeDadNet) and Chris Bernholdt (@DadNCharge).

At Twitter user @katgordon pointed out, “What does this even mean?”

So far, that’s difficult to answer, as attempts to reach an Old Navy spokesperson went unanswered.

The shirt could mean that the retailer finally discovered the hidden words inside “Father’s Day” and felt the idea was too good to pass up for a shirt – an item that’s located for purchase at oldnavy.com under the incongruous category “Humor-Graphic Tee for Men.”

Perhaps Old Navy is making an insensitive statement that every day really is mom’s day.

It’s also probable that Old Navy created yet another t-shirt simply to stir controversy and draw attention to its brand, a classic move from the school of marketing behavior where “any publicity is good publicity.”

In any case, the timing and attempt at humor was lost on consumers immediately.

It was just six months ago when Old Navy unveiled a shirt possessing the power to both uplift and denigrate, as its children’s t-shirt proclaiming “Young Aspiring Artist,” was crossed out in favor of “Astronaut” and “President.”  The shirt sent a strong message to artists that their profession wasn’t respectable, and under pressure from consumers everywhere, the shirt was eventually pulled from shelves.

Whatever Old Navy’s rationale may be, it’s hardly defensible.  This latest outrage shirtrage isn’t going away anytime soon, and that little communication tool known as the Internet is likely to let Old Navy know it.

 

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June 1, 2016

Because dads are nurturers, too

armsreach1It’s a nice breath of fresh air when someone isn’t afraid to show a dad in a nurturing, or dare we say, snuggly position.  But that’s exactly the case with Arm’s Reach, who does what’s unfortunately the unthinkable for so many baby product companies – placing a baby carrier on dad.

It’s a sight we’ve all seen before, be it the park, library, or store. But for some reason, companies have a hard time going there.

Alas, the ad is great, where Arm’s Reach takes a small and brief moment to show a dad in a positive fashion, which validates that it must believe – on some level – dads do indeed shop and parent, too.

Last year, a Kansas City television station put the combination of dads and baby wraps in ksn3a less-than-flattering light while simultaneously making a mockery of fathers in other ways.  That station would do well to learn from this undertaking by Arm’s Reach, who isn’t afraid to put dad in an ad that also promotes a bassinet.

Anything placing dad in a position of nurturer is encouraging and needed.  Mother’s and Father’s Day occur in back-to-back months, yet you’ll be hard pressed to find many hearts on cards for dad – it’s more like neckties, easy chairs, power tools and beer mugs.

We say celebrate the love and warmth that comes from a father.

Keep up the good work, Arm’s Reach.  We’ve already heard from a few dads who appreciate the message you’re sending to America!

May 27, 2016

You may look like a dad, but we’re going to call you a mom

similac13It would’ve been great to be a fly on the wall when the male model (featured in this ad) got the call from his talent agent to appear in this Similac magazine ad:

Agent: How’s my favorite client?
Model: I’m good.
A: Great news – I landed you a new photo shoot for a parents magazine ad.
M: That’s cool. What’s the company?
A: Similac.
M: Similac?
A: You know, they make baby formula.
M: Oh, right.
A: Anyway, they want you to appear in a grocery store aisle holding a cute little baby.
M: Simple enough.
A: But there’s one catch…
M: What’s that?
A: They want to call you a mom.
M: (Momentary pause) A mom? But I’m a guy.
A: I know, I know. You’ll still be playing the part of a dad, but you see, their tagline is “Welcome to the Sisterhood of Motherhood.”
M: But dads aren’t moms.
A: True, but Similac likes to use “mom” as a synonym for “parent.”
M: (Awkward silence) But isn’t baby formula the perfect product to sell to dads, especially since they can’t breastfeed?
A: Right again, but they don’t need dads as customers.
M: Why not?
A: Because they say only women take care of kids and shop.
M: But I shop.
A: You’re single. When you get married and have kids, you don’t shop anymore. That’s a mother’s job.
M: That seems kind of sexist.
A: But Similac is paying you big money to look and act like a dad. (Awkward silence) They just want to call you a mom.
M: Now it all makes sense. Where do I sign?

Once again, Similac takes the shared role of parenting and needlessly genders its product – thus turning it into a mothers-only thing. It’s all the more troubling because they (gasp), used the word “parent” twice in its ad copy, only to follow up with its obdurate tagline. It concludes with a partisan invitation for only moms to converse further on social media.

The ad looks even more abnormal when you consider its “sisterhood” theme of supporting the choice between breast- and bottle-feeding – and then reflect on the same underlying “choice” theme in this particular heading – with a dad included. Breastfeeding and a dad?

We like to think that, at some point, Similac will discontinue this madness of posing dads in ads and calling them mothers in a sisterhood, but it has company when it comes to miscasting roles.

 

 

May 20, 2016

‘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.

 

May 20, 2016

Can’t dads put sunscreen on kids?

aveenobaby2It’s ironic how there are some who admonish dads for their lack of parental involvement, and some who spend their time furthering that notion through advertising.

Take, for instance, this parent magazine ad for Aveeno Baby, produced by a company who believes that it’s only mom’s duty to handle a child’s skin protection.  That company may argue that “market research indicates…” or “readers prefer…” or “our focus groups suggest…” – but the fact is that it’s furthering a perception which is unfair, sexist and wrong.

Dads shop.  Dads parent.  Dads care.  And, well, dads apply sunscreen.

If you aren’t bothered by this chauvinistic ad, you should be for more reasons than one.  Not only does it disregard and intentionally exclude dads, it also uses the image of a boy to sell its product, the very product that will one day ignore this same boy should he become a father someday.  Spouses, too, should be bothered by this gender annexation:  that person they’re ignoring is your partner, your equal, your helpmate in this adventure called parenting.

Interestingly, last week we received a note from @KnowYourObama, who said, “Marketers don’t market to dads as parents because, mostly, they’re not.”

There’s no telling why this person believe this, but we wanted to chat a little more, and the following brief conversation ensued:

@dad_marketing:  “I think you might have offended Obama, plus a lot of other dedicated dads.”

@KnowYourObama:  “Obama’s a good dad, yes. But good dads – dads – are hard to find. Yay for the good ones.”

Here at DM Headquarters, we have no hard data to prove that there are more dedicated dads than uninvolved dads, but there should at least be some protection against libel, or perhaps some rules which guide what marketers can or can’t say.aveenobaby

Marketing departments have been saying or doing whatever they wanted for years, sometimes with little adaptation for societal changes – all in the pursuit of the almighty dollar.  It takes some real honorable companies to take a stand and do what is right and not just offer lip service (check out Jif-maker Smucker’s, and its “promise” page).

And who – you might ask – makes Aveeno Baby lotion?  None other than Johnson & Johnson, who has a history of waffling on gender equality.

To quote a word from Aveeno’s own ad, parents (dads included) have “trusted” Aveeno Baby and Johnson & Johnson for years.  When will that trust be returned?

May 18, 2016

This boy will someday be ignored by the very company using his likeness

garanimals4Do you see that cute little boy?  He’s been used.

Used by a company that was only in need of his smiling face, and then, will be ignored the moment he becomes a dad someday.

But don’t take our word for it.  Check out the Garanimals website, which uses parents and moms interchangeably like synonyms.  Of course, moms are parents, but one word refers to both genders of parents, the other only female parents; expressly mentioning moms and leaving out dads, as it did on its company website and in this print ad, purports mom to be the lead parent, the one who handles the shopping, the one who dresses kids, the one who takes care of kids alone.

That’s unfair.  That’s wrong.

It’s yet another unfortunate example of a company ignoring fathers as equal parents, and it has to stop.

Yes, that boy is smiling now, but someday he may be holding a child of his own.  He might even end up flipping through the pages of a parents magazine, encounter a Garanimals ad and then wonder, “I guess I only existed when that company needed something.”

And he might even use another company for his child’s clothes.

So in the end, this ad was not very, well, useful.