June 13, 2016

The boldest prediction we’ve ever made

When 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 1, 2016

Because dads are nurturers, too

armsreach1 It’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 ksn3 a 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 20, 2016

Can’t dads put sunscreen on kids?

aveenobaby2 It’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

garanimals4 Do 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.

February 12, 2016

There’s no ointment that treats offensive marketing

drsmith5 We’re seeing a striking similarity with Dr. Smith’s latest ad, and ads from yesteryear that would be deemed offensive today.

Why is it that Dr. Smith’s can get away with saying that only moms trust its brand? Why does it get away with saying that only moms love Dr. Smith’s?

In doing so, it’s clearly saying that dads don’t matter to Dr. Smith’s as customers.

Forget the fact that Dr. Smith’s might be targeting its product to a certain segment – the product has nothing to do with females. So, you have to consider one simple question: don’t dads parent, too?

That said, pause for a moment and check out this old-fashioned ad.

What might be wrong about running this ad in today’s world? Because people of all genders and ages would rightfully find it incredibly distasteful and insulting.

That’s kind of how we here at dadmarketing view this newest Dr. Smith’s ad. We’re not comparing the ad content — we’re comparing how the two ads make us feel. It’s a sad state when Dr. Smith’s can’t even consider dads enough to speak to them, declaring that only mothers tend to children. It’s insulting and it’s distasteful, to treat dads this way as parents and consumers.

Dads trust Dr. Smith’s. Why can’t Dr. Smith’s trust dads in return?

September 21, 2015

Which insurance company has dads in good hands?

If the basic definition of marketing is “to promote something in order to sell,” then there’s no question as to whom each insurance company presented here is trying to speak.

One featured ad is actually a direct mail piece from Gerber Life Insurance Company, who for years has been regularly sending this mailer with “See what Moms are saying about…” printed right on the front. And if you’re a dad who has been surprised to receive this in the mail, that’s not the only the only thing Gerber has jumbled; scroll about one-third down here to see another way this piece misfires.

The other featured is a display ad from Allstate found in the July 2015 American Baby magazine (click to enlarge). It not only addresses all of its potential customers by using the word “families,” but it includes a photo of a family where dad is holding the baby.

So, if you’re a dad and in the market for insurance, or even a college savings plan, where are you more likely to turn? To whom is Gerber and Allstate trying to “promote something in order to sell?”

Allstate’s approach is a positive one. Companies so often follow the supposedly “safe” marketing path, misbelieving that mom is the primary household decision-maker. Allstate knows that the days of “mom-stays-at-home, dad-goes-to-work” are ancient history. Indeed, caring for the family is a responsibility handled by both mom and dad.

Gerber, on the other hand, doesn’t want to change. Keeping an iconic, recognizable logo is a wise marketing move, but ignoring potential customers isn’t. Neither is having a college savings plan that gets dubious reviews.

Ever since our first post about Gerber in January 2014 (and again later in October), it began blocking us on Twitter. It’s the only company we’ve written about who has done so, proving that in Gerber’s world, communication is a one-way street.

Allstate, on the other hand, has won dads over. Dads are in good hands, indeed.

September 14, 2015

Curing the case of an upset stomach

We came across an interesting approach from Tummy Calm, who at one point was trying to play the “only-moms-take-care-of-kids” card.

Tummy Calm, distributed by TJL Enterprises of Long Beach, CA, is gas relief medicine for children.

The attached graphic appears in its tri-fold brochure, which judging by the tiny print, looks to have been produced in March 2015. (We can’t confirm this for certain, but it seems like a plausible deduction.)

However, over on the front page of its website, we find the word “mommy” removed.

The change is a positive one, as it should come as no surprise (it’s 2015, after all) that a website is a company’s primary communication piece.

But what’s with the sudden change?

Is the brochure targeting a certain segment? That’s conceivable. We came across this piece in a doctor’s office, and we all know that marketers don’t seem to believe that dads can actually transport children to appointments. Either that, or they believe that moms simply adore tri-fold brochures. Or, dads can’t read.

Is it a case of disjointed marketing-speak? That’s always possible. It wouldn’t be the first time we’ve noticed varying approaches – depending on the medium – by products marketed to children.

Could it be that the company is just being inconsistent, and simply forgot to use the word “Mommy” on the website? That’s less probable, especially since there’s unlimited space on the Internet, unlike tri-fold brochures.

Or, did TJL wise up in recent months after reading the latest news at dadmarketing.com?

If so, hats off to a marketing team that stopped exclusionary marketing dead in its tracks and recognized fathers for the work they do.

Keep an eye out for that newly revised brochure at a doctor’s office near you.

September 4, 2015

Welcome to the ‘hood

Overly drenched in heaping layers of crippling irony is the headline from Similac’s latest display ad (right) which preaches, “There’s no ‘one-formula-fits-all’ for babies, or for parenting, either.”

Calling this marketing-speak odd would be an injustice to the word odd, instantly giving it a meaning never originally intended. It might just make something we all currently agree upon as odd, say, Miley Cyrus’ antics, seem almost girl-next-door normal.

Thus, we here at dadmarketing can’t call this latest advertisement odd. Rather, Similac’s ad proclamation is off-the-charts anomalous.

Here’s why: Similac, by way of its marketing message, slogan and ad copy (below), is saying that only moms are parents, yet its headline (above) tries to tell us something otherwise.

Again, did you notice the slogan from which it can’t seem to let go? “Welcome to the Sisterhood of Motherhood”? There’s nary a dad in the universe who can relate to that, and we’re talking about a product called baby formula, not breastfeeding, nor a feminine item. Dads should be every formula makers’ dream, a sure-fire built-in customer for life, but Similac doesn’t seem to want it that way.

Abbott, makers of Similac, has been touting this exclusionary “Sisterhood/Motherhood” slogan for several months now, and by it saying “there’s no one-parenting-fits all,” it sure seems to want it both ways: mild use of the word “parent” hidden behind its unilateral, sexist slogan.

Besides, check out the exhortation at the end of the ad: why would dads even bother taking Similac up on its invitation to visit Facebook?

Dads aren’t moms!

It’s time to give this old-fashioned slogan a rest, and for Similac to consider that dads just might be part of its customer base, too. It’s no fun for dads to get ignored month after month. It’s campaign preaches a non-judgmental approach, but it has judged dads loud and clear: they don’t count.

When it comes to taking care of babies, it’s not just a motherhood. It’s also a fatherhood.

And above all, it’s called parenthood.

August 14, 2015

Drefting away

When Similac unveiled its “Welcome to the Sisterhood of Motherhood” campaign this past January, there was a faction of dads and moms who lauded the inclusion of fathers in the commercial. It seems they were so ecstatic over not only actually seeing dads in a TV ad – but dads wearing babies – that they might have even been blinded by that awkward, old-fashioned tagline.

Alas, it’s doubtful there’s even one dad who can relate to “the Sisterhood of Motherhood.”

The video was only part of an exhaustive campaign over which we had even stronger thoughts, but unfortunately, Similac uses the same promo yet today as evidenced by its recent full page ad in the July 2015 American Baby magazine.

In that same magazine (page 41, to be exact), you’ll also find an ad for Dreft laundry detergent, which uses the slogan #AMAZINGHOOD.

That hashtag is a refreshing antidote to the exclusionary tagline used by Similac.

Imagine how different Similac’s campaign might have been if it – rather than using sister and mother – had simply used amazing, or even parent.

We’re not going to give Dreft a total free pass, as it still wants it both ways. Take a gander at dreft.com and click on “Our Story,” where it continues to believe that dads don’t exist. And its maker, P&G, has a steady practice of ignoring dads elsewhere, too.

But we’ll give credit where it’s due, because #AMAZINGHOOD is a fine word choice that doesn’t exclude dads – dads who care for their children and buy Dreft laundry detergent.

Dreft likes to tout that its product “has been trusted by moms for over 80 years,” but we suspect a dad or two has also placed its trust in Dreft over that time.

So, maybe in the next 80 years ahead, Dreft will finally begin to place trust in dads.

Now that would be #amazing.

August 7, 2015

After 26 years, Boppy may know how to hold a newborn, but it doesn’t concede that dads can, too

Boppy’s marketing remains ever dad-unfriendly, and its latest display ad dishes some jarring irony.

Note the headline: “After 26 years, we know how to hold a newborn.”

Well, after 26 years, it should also know that dads exist – and shop, and make purchases, and care for babies, and use Boppies. Yes, dads use Boppies!

But the company won’t acknowledge that.

If it did, it might start to recognize dads and adopt a new slogan instead of “Support for All Momkind.” It’s rare to find a business like Nike that can stick with one motto and make it work for a lifetime. In today’s world of marketing, it’s smart business to unveil a different saying in order to introduce a fresh campaign, kickstart a product, or inject new life into the old.

It would be easy enough to swap out momkind for something like parentkind, or babykind, or childkind, but that wouldn’t really solve the other part of its problem. Maybe the play on “mankind” was too easy fare for Boppy, but isn’t that term – mankind – so antiquated and completely out of use that no one would dare to use it nowadays? Have you ever heard of “mankind” spoken anywhere? No one would even touch it.

So why make reference to it?

Unfortunately, Boppy appears to be stubborn in employing the same tired, worn out mentality of, say, Jif, by implying that parenting hasn’t changed, likely afraid to admit that fathers have never been more actively engaged in raising babies.

There are plenty of companies who have changed with the times. It’s necessary for business survival.

We wrote about Boppy back on Oct. 10, 2014, and they squarely ignored our commentary, refusing to even dialogue despite repeated attempts on Twitter. And since then, its website — www.boppy.com — hasn’t changed much, and continues to perpetuate the belief that only moms care for children. Could adding a “Dad Center” be such a bad thing, or is Boppy really afraid it will turn off moms, or send an improper message, or it’s bad for sales?

At least that slogan is rather small in the ad, but it’s there, reminding dads that they don’t matter to Boppy as customers. Even that word “support” means the company is eager to dish it to moms, but not to dads. Yes, the word support is likely in reference to breastfeeding, but as the company exclaims everywhere, a Boppy has far more uses that that.

Twenty-six years is a fine accomplishment for Boppy, but unless it can adapt with a changing world, it’s plausible that today’s new customers will go elsewhere for baby pillows – or do without.