November 5, 2014

Cooking someone’s goose

For something as new as Jesben Slow Cooker Sauce, and for someone as young as its founder, its slogan is about as archaic and dated as it gets.

Doing its best Jif impersonation, Jesben advances an old-fashioned stereotype while demeaning not just dads, but moms too, as it implies the well-worn “moms cook, dads don’t” mantra we hear from tired products who often find it hard to innovate, giving the perception of an old-fashioned product.

Ironically, that should be the opposite of Jesben.

Although we haven’t tried its sauce, we like the entire concept, its packaging and logo, and overall looks like a winner. Its primary slogan, Elevating & Simplifying The Art of Slow Cooking, is a much stronger description for a product that should want to be seen as pioneering. After all, slow cookers aren’t the simplest and quickest meals to make (nor clean up), yet the terms elevating and simplifying are the kind of words that make us want to give it a try.

And we get the fact that we’re all busy, but why put dads in parentheses, making them out to be the lesser cook, the secondary go-to-source for family meals?

Why not replace the “Moms (& Dads)” with the bolder and more succinct “Parents”? Better yet, how about eliminate the entire slogan entirely and stick with the much finer “Elevating” saying as the primary wordmark?

With an outdated slogan like the one on the front page of its website, we were fully expecting to see an FAQ with something degrading like, “Is it easy enough for dads to use?”

Jesben’s product is young, and it has a bright future.

Consider every customer, Jesben, and dads will consider you.

October 30, 2014

A product made by a man, but doesn’t want men to buy it

When a couple becomes pregnant (let’s not get too literal on that statement, by the way), it’s the woman who gains instant adulation by way of carrying the child. The wife will probably pick out new maternity clothes, possibly host a baby shower, request certain special foods and physically start to change. It’s a wonderful, exciting time.

The husband’s life will change too, but the lack of attention can easily make a dad feel shut out.

It’s one thing for dads to feel left out, but another to actually experience it.

I know of a man who was about to become a dad again, and he was thrilled as ever to be a part of the process. But when it came time for the actual hospital birth, he became the invisible man.

From the moment he arrived with his wife at the hospital, no one greeted him, talked to him, asked him how excited he was, inquired to see if he had any questions, took the time to get to know him, told him what he could do to help, or acknowledged him in any way.

No one. Not a doctor, nurse, assistant, or anyone else in the room.

The first interaction he had with anyone on that joyous day was when he initiated it by asking a nurse if he could hold his new baby.

Now I’ll admit, communication is a two-way street and this wasn’t their first child, but the hospital clearly calls the shots and dictates the flow of the procedure. Part of the delivery day, which involves plenty of waiting, should be geared toward having the hospital staff going out of their way to purposely involve the dad in some way. He made that baby happen, too, and is responsible in complete, equal fashion.

This true story reminds me of another doctor, who makes a regrettable point to ignore dads everywhere in its latest ad.

Dr. Smith’s ointment and spray assumes that dads don’t take care of babies, and it doesn’t stop in this September 2014 American Baby magazine ad. Take a gander at their website to read (and watch) more of this dad exclusion:

A heading which reads, “Pediatrician Developed. Mom Approved.”
A separate menu tab with “Mom Reviews.”
“For more than 50 years, moms have known about how well Dr. Smith’s® works…”
“Moms have lots to say about how well Dr. Smith’s works for them…”
“See what these in-the-know moms have experienced…”
Testimonials from moms, but not a single testimonial from even one dad.

And we haven’t even mentioned the print ad (pictured above – click to enlarge), which excludes dad not once, but twice.

I’m sure the product works fine, Dr. Smith is probably a nice guy and no one meant any harm.

But that’s exactly the problem: no one ever means any harm, they just didn’t realize, or forgot, or omitted, or passed over, or assumed, or overlooked. That’s what happens to dad all the time.

Dads have been forgotten for years, and it’s time to start acknowledging that they are involved with pregnancies, taking care of babies and child-rearing.

The possibility always exists that the marketing team intentionally left dads off the ad and their website in order to market solely to moms. How sad that would be, because Dr. Smith is a man himself, and a doctor should know better.

Dads count too, Dr. Smith. You probably even treated a future one in your pediatric office back in the day.

What do you say about changing your marketing messages as fast as your ointment supposedly works?

October 16, 2014

Dirty laundry

Once again in the ad world, we find that dads don’t exist.

This time the guilty party is Dreft, who believes that dads don’t fit the gentle, soft, sweet nature of their detergent. Dreft no doubt figured it was much easier to leave dads out of this October 2014 Parents magazine ad, because the ad copy is so gentle, soft and sweet that we figure there’s no way a dad and his rough, tough demeanor could have been a part of writing it.

In fact, had a dad penned it, this is how the ad might have ended up:

EVERY DAY IS AMAZING, isn’t it dads? You’ll never forget the first time you caressed that impossibly shiny beer bottle’s glass, stroked that smooth new golf club you bought, and breathed in the sweet smell of buffalo wings delivered to your man cave by your doting wife. From the very first moment, the tiny feet on your smart phone holder left a giant footprint on your heart…and you swore you’d protect everything that made you a guy forever.

That’s why, for 80 years, dads haven’t taken care of their kids, but rather have done what they wanted to, when they wanted to, keeping the same schedule and lifestyle as when they were single – it’s a formula that’s tough on the family, but gentle enough for your buddies. Hyper-active while at the sports bar with an outdoorsy-smelling scent, dads bring cuddle time rarely at home, because they really don’t do any level of warm and fuzzy.

October 13, 2014

DadsR’ntUs

It’s one thing to diss dads throughout fatherhood, but it takes real chutzpa to do it while the baby hasn’t even come out of the mother’s womb.

And that’s exactly what BabiesRUs accomplished as they effectively discounted at least 18 million dads with one swift blow.

We recently came across the The Big Baby Book from BabiesRUs (Winter 2013/14 edition), a self-promotion sales catalog disguised as a magazine.

The odd thing is, it starts off so amazingly, refreshingly strong with a super cool image and ad copy to back it up. Note the inside cover showing a photo of both mom and dad with the words, “Congratulations! You’re having a baby!”

Here we’re obligated to extend extra bonus points to BabiesRUs for getting it right on at least one page (pictured). Because mom carries the baby, so often those you’re having a baby words are only directed to her, leaving the dad behind and made to feel like he’s not a part of the pregnancy. It was neat to see an ad extend congrats to both parents for once, especially the words, “You’re having a baby!” Nice to see a company make a dad feel like a part of the pregnancy.

Well done, Backwards R.

However, it goes downhill from there. Turn the page and you’ll find a special pull-out page with the words, “Moms’ #1 Baby Registry.” If you missed it there, don’t worry, the words are repeated a few pages later. And throughout the 98 pages you’ll encounter a total of 20 images of moms compared to a mere five dads. Dads care for and raise kids, so why the off-balance ratio? It’s just not right, BabiesRUs.

Finally, if that isn’t enough to make dads shoulders feel a little cold, the back cover slams home with certainty who exactly BabiesRUs wants to shop with them as they pronounce, “BabiesRUs registry: Chosen by 18 million moms…and counting!”

Over on our Twitter site we often use the hashtag #dadscounttoo.

Yes indeed, BabiesRUs, dads do count, too. Hopefully you’ll start counting them as a part of your customer base someday soon.

October 8, 2014

You can lead a marketing department to a fruit flavored beverage, but you can’t make it drink

According to the Tum-E Yummies, “moms see goodness” and “kids see fun,” but you know what dadmarketing sees?

Complete senseless and meaningless dad exclusion.

The image pictured is a screen shot from the webpage of BYB Brands, a company that hasn’t quite figured itself out yet, nor its product. Or, perhaps it hasn’t really proofread its own work. In either case, it doesn’t excuse this stereotypical, stuck-in-the-past marketing disarray.

Take a look at their slogan: Create and sell brands people want!

How can this be? Their web copy doesn’t even back it up, for BYB isn’t marketing their brands to people – only mothers. Over and over on the BYB website, and at the Tum-E Yummies website, they merely address moms, not even giving dads the time of day.

There’s also a trite For Parents section, a true anomaly that could only be fashioned by a marketing department at odds with its own self. Here again, this predictable segment solely speaks to moms, a divide they created themselves by neglecting dads everywhere.

Part of their copy includes the oddities, “A mom-approved escape from the routine,” and “It’s not everyday you get to be a good mom and a fun mom,” and “Fun hydration moms and kids can agree on” – quirks by way of featuring boys on the site, future men that will be completely disregarded upon fatherhood by the very company whose drinks they enjoy.

That’s some business plan for future success, huh?

BYB apparently holds dear to the timeworn marketing impulse that moms still handle the kids, cook the meals, provide the snacks, and dads basically don’t shop.

Fortunately, poor execution (and websites) can be corrected easily.

Is BYB and Tum-E up to the task?

October 6, 2014

TEAM: Together Everyone Achieves Marketing success

I think we’d all agree that sports involve some measure of teamwork. Even so-called individual sports like golf and tennis have caddies, coaches and often an army of behind-the-scenes aides to help athletes achieve their best.

Applegate could have used their sports analogy quite well in its recent cross-promotion with Stonyfield and Annie’s, but instead completely drops the ball by forgetting one of its teammates.

As we’ve seen so many times before, dads were not just left on the sidelines, they weren’t even invited to play.

Applegate calls their latest pairing with Stonyfield and Annie’s “Mom’s Dream Team for Lunch,” then uses more words to make sure dads really feel the hurt:

“We invited Stonyfield and Annies (sic) over for lunch!”
“As friends and teammates, we share the same goals.”

Let’s take a look at some of these words that must surely pain dads: invited, friends, teammates, share same goals. Applegate clearly places moms on the team, because this new pairing was already referenced earlier as Mom’s Dream Team for Lunch. Dads on the other hand, as was already established, weren’t even invited.

So, as we decipher this ad further we find that Applegate not only excludes dads, but they classify dads as playing on a different team: dads aren’t friends with Applegate; they aren’t teammates; they don’t share the same goals.

Ouch.

In sports or in business, winning is hard work. But spread around to everyone it lightens the load.

Hopefully Applegate won’t realize that too late, because losing hurts even more.

September 30, 2014

Cake loss

Trying to rid the world of dad exclusion regarding anything kitchen related is like asking a Kardashian to stay away from a camera lens.

It’s a challenge, but dadmarketing came into being just for this.

(The dad stuff, not the Kardashians.)

Our latest offender is Betty Crocker, which should not come as all that surprising. But what is surprising is how Betty Crocker did it, and so very unnecessarily.

A quick look at the ad reveals nothing glaringly wrong. There aren’t any Kix-like, dad-excluding slogans plastered front-and-center. There aren’t any “Attention Mom” banners adorned at the top. The word “mom” really isn’t anywhere noticeable.

For a few brief moments we were actually overjoyed about the possibility of a column lauding Betty Crocker for not pushing the “baking is only for moms” agenda.

But then we read the fine print.

If you took the time to dig all the way through this copy-heavy, two-page spread from the September 2014 American Baby magazine, you’ll find that it’s really not directed at dads whatsoever, because Betty Crocker assures that after a day of baking, “you will look like Wondermom!”

How’s that for a red-spooned slap in the face, dads?

You see, venerable Betty Crocker, you may be surprised to know that some dads like to bake for their families. Dad doesn’t come home from work with mom waiting there and hot food on the table like it happened a few generations ago. What’s more, boys like to bake too, and you could learn a lot from Hasbro, makers of the Easy Bake Oven, who developed a boy-friendly version of their classic toy after one young girl simply spoke up.

Betty Crocker has been around for almost 100 years, and has been moderately progressive in modernizing their female likeness over time. But their treatment of dads in today’s modern world where fathers clearly do more than past generations makes them look stuck in the past.

No one should know better than Betty Crocker how the tiniest ingredient can alter an entire recipe. That’s exactly what happened in BC’s latest ad blunder.

We’ll be surprised if we ever hear from Betty Crocker, seeing how they’re operated by General Mills, makers of two of the most dad unfriendly brands around: Cheerios and Kix. We’ve tweeted them before, and they’ve ignored us like a stale cookie crumb.

Still, we’ll keep trying, because a small change in marketing approach would require “no superpowers needed,” and then we can all celebrate together with a Betty Crocker dessert.

Until then, we’ll just keep using another brand actually created by a man who knew a thing or two about cakes.

September 22, 2014

Bad medicine

Change is hard for products stuck in the past, but for a company that’s brand new it may be easier to look modern and get things correct right from the start.

Take for instance, sports nicknames. If I started a new professional sports franchise, do you think there’s any chance I’m going to choose an antiquated and offensive team name like the Redskins, Indians, or Chiefs?

No. Way.

So what in the name of Jif Peanut Butter is going on with new children’s medicine Dr. Cocoa?

If you’ve been unlucky enough to get your hands on a copy of the October 2014 Parents magazine, you’ll notice that there’s an ad for a new kids medicine called Dr. Cocoa (pictured). In Dr. Cocoa’s advertising world, dads simply don’t count.

Dr. Cocoa continues to perpetuate the unfortunate notion that dads don’t really take care of sick kids at night. That’s supposedly what moms do, and dads are pinch hitters at best.

There’s nothing like introducing a new product with a decent premise and completing blowing the premiere by alienating dads right from the start.

And I thought owls were supposed to be “wise” creatures.

July 17, 2014

Let’s fix it in a Jif-fy

Some say there isn’t any common sense in Washington, but dadmarketing would argue otherwise. The year was 1995 when the NBA’s Washington Bullets changed its nickname to the Wizards. Apparently then-team owner Abe Pollin decided the Bullets name carried violent overtones, especially in a city with a high homicide and crime rate. And apparently he was right.

One can certainly argue the eventual new name – how it hasn’t caught on, how it carries other negative undertones, how it is a product of a fad at the times – but that would be missing the point. “Bullets” simply wasn’t appropriate anymore. It didn’t take the action of one owner to spur it along, because many realized it. The change was long overdue.

And then you have Jif Peanut Butter’s slogan: Choosy Moms Choose Jif.

It’s not just in Jif’s latest TV ad, it’s plastered all over their website, and it’s been a part of the brand for a long time.

I can hear people already (both moms and dads), because many of them spoke out when we discussed Kix’s outdated motto:

Chill out, it’s just a slogan.
Everyone has to be so “PC” nowadays.
Much ado about nothing.
There’s more important things to worry about.

We here at dadmarketing like to think of the Jif slogan as SWASFTSOI: Staying With A Slogan For The Sake Of It.

To explain further, imagine for a moment, that the United States government had a slogan before 1919 (like the Army’s “I Want You” slogan) which read, “Real men vote.” It might have been a decent slogan back in the day and worked well at the time, because after all, only men could vote then. However, let’s pretend they kept using that slogan to this very day, and we all saw it when we entered voting precincts. Of course, it would seem a tad outdated because we all know that women can vote, but wouldn’t it yet sting a little to both women and men? Wouldn’t it seem a little offensive? “Real men vote” wouldn’t take anything away from the fact that females could still walk in and exercise their right to vote, but it would just seem old, tired, antiquated – even silly and useless.

That’s all we’re saying about Jif. We get the fact it’s your long-standing company slogan/brand/wordmark, but it’s time to move on and find some other way to market your product (which tastes good, by the way). Change with the times. Jif is like the Washington Redskins of sandwich spreads: an entity that refuses to change out of stubbornness. Their attitude could also be filed under the dreaded, this is the way we’ve always done it.

And yes, Jif, we’ve noticed the latest add-on to your TV commercial which states audibly, though not in print, “Choosy moms and dads choose Jif!” This hardly solves the problem. In fact, it exacerbates it. It’s kind of like saying, “Gosh, I barely notice that huge wart on your nose.” It makes the slogan even more old-fashioned laughable, drawing attention to the fact that Jif has excluded dads for years, if not decades.

It’s the same way that your local high school has had the embarrassing nickname “Lady Bears” for all of its girls sports teams? Why not just “Bears” for both genders, or at least “Gentlemen Bears” for consistency? Ugh. Another topic, another time.

So Jif, let’s get down to business and fix it, the right way, once and for all. Show moms and dads that common sense is alive and well. Dads mean a lot to you, right?

Let’s hope so, because dads have a choice in what peanut butter to buy, and choosy dads choose ________________.

July 12, 2014

Spread the word on Sunbutter

Being a watchdog for the marketing/advertising world is a little bit like being a movie critic. We’re relentlessly trying to evaluate and analyze items we see, and it takes a lot for us to witness someone achieving perfection. We lean toward optimism, but after constant trying of teach an old dog new tricks, we sometimes find ourselves thrust into a position that seems cynical.

When writing about the businesses we see in print or on television, we encounter a quandary: the medium only has so much time and space to offer. We recognize the limitation, but also identify that much is expected and required of the company – the one who has invested thousands or millions into its message and people.

A few days ago we came across a TV ad for Sunbutter, a product we use and love. We wrote about their dad exclusion, and Sunbutter immediately entered into a sincere discussion with dadmarketing. They recognized the fact they should be including dads in their slogan, and plan to incorporate them in future ads.

They “got it” right away.

We’re not here to proclaim validation. That is not our mission. Far more important, and the reason we write today, is that a company listened. We didn’t ask them to take our stance, just listen.

They didn’t appease us with a one-time corporate-speak email that they’ll “bring it to the attention of the marketing department.” They didn’t pacify us with promise of a special message-to-come only around Father’s Day. They didn’t set up a patronizing dads-only section of their website.

They simply listened. And we weren’t even expecting change, but that appears to be the direction they’re heading after some genuine, honest and open dialogue.

In short, we salute the people of Sunbutter for their exceptional ability to truly listen to their customers, because we’re one of them.

A good product – which they have – is only part of the equation. Good people is the other part of it. Having both is the sign of a great company with even better things to come.