If you’ve never heard of a Boppy, it’s a unique product that was originally created as a baby support pillow, but also can be used to prop a baby during feedings.
The concept is wonderful, and during its brief history has enjoyed a great deal of national publicity through TV shows, magazines and celebrity plugs.
The company appears knows a thing or two about creating a good product that works, but when it comes to marketing, they’re one of the worst offenders we’ve seen when it comes to some serious, major league dad omission.
In the Boppy’s world, dads are not present, plain and simple. Mothers should be greatly offended by this extreme, unwarranted dad exclusion, for it’s their husbands whom Boppy is shunning. Let’s take a look at how they reached this woeful state.
Support for all Momkind? We could see a motto like this making the grade, even being somewhat acceptable, at least two or more generations ago. Take Jif and Kix – it’s not like their slogans are proper or right or appropriate, because they remain 100 percent offensive and outdated. But even though they’re both like the Washington Redskins (refusing to change out of stubbornness) at least those old school slogans were born during an era when saying those things might have been customary once upon a time (like using a name such as Redskins).
The Boppy was invented in 1989! How can a company actually make this an official slogan in this modern era, let alone copyright it, all against better judgment in a world that demands equality? Boppy manages to downgrade fatherhood with a simple four word slogan, if not completely banish it, from their one-sided marketing mission. That’s one giant leap backward for all of humankind.
Here we have yet another website with a “moms-only” section. We get the fact that men and women are different as parents, but why exclude dads? Can’t dads feed babies with Boppies, too? Sure they can.
We’ve sent similar thoughts to other companies who respond with things like, “Yes, dads are our heroes too and we’ll take a look at it,” or “Check out this special dad section we created for Father’s Day.”
Why a special section? Why do something only once a year when the calendar tells you to think of dads in June? How about just calling it a “For Parents” section?
Take a look at the “25 Years!” menu tab on the website, which doesn’t invite dads to the celebration in any way. There you’ll find a giant photo of mom with baby and the script, “We’re celebrating 25 YEARS of supporting mom & baby.”
As long as Boppy thrives on stereotypes, we’ll offer one as we pose this question: if dads are supposedly the providers and earned the money to buy the Boppy, can’t the company at least acknowledge this notion and offer a simple “thanks” for purchasing it in the first place?
Apparently not, because…
There are no dads anywhere
You can’t find even one dad photo anywhere at boppy.com, unless you consider the degrading drawing of ignorant Abe Lincoln putting the Boppy on his head like some clueless dad. And no, we don’t count the guy in the Martha Stewart photo or the two male employees – who knows if they’re dads? We’d like to see an even 50-50 ratio of dad stock photos with moms.
Aren’t dads equal parents, too?
Would Lowe’s or Home Depot ever dream of featuring all dads/men on their site accompanied by a sexist slogan like, “Support for all dadkind”? Of course not, there’d be a mom uprising, and rightly so. It wouldn’t be right.
So why does Boppy get away with it the other way around?
All the baby boys pictured on the site had better enjoy the attention while they can, because they’ll be ignored and forgotten the moment they become fathers by the very company who once featured them.
The numbers don’t lie
Boppy claims to be “beloved by over 15 million moms worldwide!” That’s an amazing statistic which should make Boppy very proud. But you know how many dads (who are potential customers) they’ve managed to ignore?
About 15 million.