Marketers could learn a lot from the NFL

Statistics and ratings indicate that more men attend, watch and follow the NFL in greater numbers than women.  Take a casual look at fantasy football leagues, and those numbers widen even

So if it were the case, you could forgive the NFL for targeting males in its advertising.  But being the wise, billion-dollar enterprise it is, you’ll hardly find its 32 teams (total worth: $63 billion) spending its marketing dollar only where the big money is located.

Rather, it places a strong emphasis on women, and wouldn’t dare make the catastrophic mistake of alienating an important part of its fan base.

So, no, the NFL won’t be unveiling new marketing slogans this season which focus on one gender, such as:

  • Choosy dads choose the NFL (Jif)
  • Kid tested, father approved (Kix)
  • Support for all dadkind (Boppy)
  • Welcome to the brotherhood of fatherhood (Similac)
  • #DadsKnow (Juicy Juice)
  • #DadWins (El Monterey)
  • Created by a dad for dads (Jesben)
  • For dad. For kids. From the beginning. (MyGerber)
  • Good for dads. Awesome for kids. (Capri Sun)

(You might note that none of these items referenced are feminine products.)

The NFL knows how to be popular and prosperous, so currently you see a successful, inclusive slogan like, “Football is Family.”

good2growAll of this makes the communication from good2grow so unusual, who claims to be “a family owned and operated company” with “one simple goal—creating wholesome, nutritious drinks in irresistible packaging kids love.”good2grow2

The juxtaposition is unusual, because families include dads, and in general, kids love their dads.  So if good2grow wants to create a product kids love, it should consider the other half of its customer base, which also includes boys, many of whom will eventually become dads.  Right now, it’s not speaking to dads in print, or on its website.

What do you say, good2grow?  Can dads be a part of your team?


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.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.