July 1, 2016

Do you say ‘my kids’ or ‘our kids’? The difference is big

For those of you who have children: when you talk about your kids to others, do you refer to them as “my kids” or “our kids”? noodleandboo1

It’s a major difference, and that distinction of one word says a lot. The former connotes a more possessive or singular approach, whereas the latter sends a signal of togetherness and unity. If you use the “my” term, it may seem harmless and might be completely unintentional, but it conveys a certain message – like it or not – to others and to your partner.

Take a look at Noodle & Boo, makers of luxurious baby and pregnancy skin care. The product is found at high-end retailers, coveted by Hollywood stars, and it generally adheres to an impressive and upstanding company mission statement while supporting several charitable causes.

Now check out its latest ad, where it mentions “Only the best will do for her baby,” and the “first 100 mamas to follow @noodleandboollc and tag #mamaprofile with your favorite photo of you and baby…”

Isn’t the baby his, too? noodleandboo2

noodleandboo3 Don’t dads use social media?

We can’t deny that some products and ads are marketed toward a certain gender, especially pregnancy skin care. However, this ad was printed in a parents magazine. And this particular product line it’s selling in this ad – it’s for babies. That child is to be raised by parents, which includes dads. No marketing piece should ever exclude dads and make them to be the lesser parent, as if they don’t matter. Using the word “parent” instead of “mama” won’t make or break the business model, and it won’t make a female look away in disgust.

But it will make a dad feel included, feel like he matters to a company, and will make him take notice.

Believe us when we say dads notice. Take a look on social media to find all the dads fully engaged in marketing messages and how they’re portrayed by retailers. Old Navy, Huggies, Jif, Amazon – these are just a few of the companies that have been singled out by dads through viral campaigns to get them to change their ways.

It’s disappointing to see the exclusion in word choice and via advertisement photos, but that practice continues at its website, where a dad is nearly non-existent – save for a few celebrity dads it uses to sell its line of products.

When it comes to parenting, let’s hope Noodle & Boo acknowledges all the dads out there, because with Noodle & Boo, only the best will do, and dads count too.

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.

boppydad But 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.

boppy11 A 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.

May 20, 2016

‘Choosy moms’ no more at jif.com

jif11 In 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?

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 13, 2016

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 more. nfl

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.”

All 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?

October 21, 2015

Will Folgers treat dads to some conversation?

The best part of wakin’ up may be Folgers in your cup, but it’s clearly not the best part when you discover that among the mere 80 Twitter accounts that Folgers follows, only 14 of them appear to be guys/dads.

The far majority are moms, which leaves us wondering: why?

With over 11,000 followers of its own, it’s a strange enough sight to see Folgers following a meagre 80. That’s the kind of behavior you see among the celebrity types, such as Conan O’Brien, who famously began following one single person – a stranger, no less – back in 2010.

However, coffee is a consumer-driven product which depends on a customer base among an ultra-competitive mix of brand name coffee makers, not to mention modest rivalries among a share of regional favorites, too.

What’s more, coffee isn’t exactly a mom-only thing. Like one of the accounts that Folgers follows, Jif mistakenly believes that only mom handles the shopping. Do birds of a feather flock together? Let’s hope not.

What do you say, Folgers? Are you up for learning more about your true representative customer base? How about listening to some of the words some dads have to say?

After all, it took a few dads to form the company Folgers has become today. We’ll be watching.

July 6, 2015

Soggy cereal

What exactly does this Twitter bio say about dads? And if you are a dad, what is it saying to you?

In our estimation, it’s saying that you don’t count, the company isn’t talking to you, and it doesn’t want your business.

What’s strange about MOM Brands is that it adopted its exclusionary name in 2012. No, that’s not 1912, but 2012 – as in, three years ago!

Jif adopted its discriminatory slogan decades ago, and same for Kix’s mom-centric box, while Similac has been ignoring fathers nearly since its beginning.

But 2012? It’s hard to imagine a company looking so old-fashioned in today’s equality-hungry, politically correct world that strives to include everyone and even blur the lines between, say, toys and clothes. Alas, MOM Brands has found a way to make even cereal buying sexist, because dads apparently do not know best.

What’s equally bizarre about MOM Brands is how they proclaim to have made the name change to reflect “the company we are now. We’ve been family-owned since 1919…” and “We’re really proud of the fact that we’ve saved families over one billion dollars since 2007.”

But don’t families include dads, too?

Apparently not, according to MOM Brands, or it might recognize them by name – or at least on Twitter.

It’s hard to stomach this say-one-thing, do-another corp-speak, especially since MOM Brands seems like a rather progressive group. We admire its innovative packaging that’s helping to keep its cost (and customers’) down. Its variety and tastes are every bit good as the next cereal brand.

But that name. And that Twitter bio.

Both are enough to make dads reach for something else. Chances are, they already have, but it won’t be easy: marketers of the cereal industry seem insistent that only moms have the ability to put breakfast food on the table, and/or mom’s place is in the kitchen.

Alas, cereal makers are stuck in time (see #7).

It’s quite the reversal from the days when pa would gather and hunt for what the family needed.

MOM Brands says it’s taking the saying “’mom knows best’ to the next level,” and perhaps that’s a good thing.

Maybe, just maybe, that “next level” might include dads in the future.

May 5, 2015

Ashton Kutcher: a dad’s best hope

They say ‘good things come to those who wait,’ but it’s likely Ashton Kutcher never listened.

Upon leaving the University of Iowa in 1996, Kutcher rose to meteoric fame by immediately modeling, and then landing on Fox’s long-running “That ‘70s Show” by 1998, where he gained his instant stardom.

He appeared in his first film by 1999, and deftly spread his wings by starring in and producing a varied mix of shows, including the clever “Punk’d,” the cult film “Dude, Where’s My Car?,” and the psychological thriller “The Butterfly Effect.”

And his acting accomplishments may seem like nothing compared to his prowess on social media, particularly Twitter, where he became the first user to reach one million followers in 2009.

Yet as he reaches a nearly 20 years of work in Hollywood, Kutcher is taking on his biggest role yet: dadvocate.

Last October, he and Mila Kunis gave birth to daughter Wyatt, and just a few months later, Kutcher had become victim to dad exclusion like so many fathers before him. So, this past March, Kutcher complained about the lack of pubic diaper changing stations on his Facebook page, a post that went viral and caught the attention of a New York state senator, Brad Hoylman (D-Manhattan).

Hoylman’s proposed an amendment would change the New York Civil Rights Act and require many newly constructed or renovated public buildings to provide diaper-changing rooms in men’s rooms where they are also present in women’s rooms.

Kutcher, meanwhile, launched a change.org petition intended to have Target and Costco offer changing stations to both moms and dads in their stores.

How this plays out remains to be seen, but for now, both Kutcher and Hoylman should be enthusiastically lauded for their efforts.

With all due respect to our lawmakers and government, Kutcher, in particular, carries a lot of weight and power, and he may be a key figure in putting dads on a rightful equal ground.

However, real change isn’t going to happen in a restroom, it’s going to happen when perception shifts – and that can only occur when principal influences begin to treat dads like they count as much as moms when it comes to parenting.

Those influences are in the marketing and advertising of the products and services we use, in the media which shapes our attitudes, and in how Hollywood portrays the dad character.

As long as Jif Peanut Butter trumps its one-sided marketing slogan, and Kix cereal speaks only to moms, and American Baby magazine employs old fashioned writing that ignores fathers, and writers slap unfair and embarrassing stereotypes on dads which only apply to a minority – and thus we keep reading, and buying and using these products – diaper changing stations for dads will be merely pacifistic tools demanded by law.

And only fathers would see the change anyway; indeed, it would be a welcoming and needed change in law, but only dads would benefit and see the restroom modification.

Instead, if Kutcher could really get to the heart of the matter, and use his influence to encourage others to include dads in positive ways through marketing, media and entertainment, the “#1 Dad” mug he receives from his daughter on his first Father’s Day this June will be more valuable than any acting honor he’s ever accepted.

And letting everyone see it would make for the best tweet ever.

January 15, 2015

Three cheers for Cheerios making it right

Last April, we penned an entry which spoke of the wonder of Cheerios.

In our estimation, it has been the perfect cereal since birth, a spectacle of simplicity combining a healthy, any-time-of-day food option with surprising versatility for enjoyment beyond basic sustenance.

Our many tastes change with age – clothing, books, TV, music, movies – but not Cheerios. We’ve enjoyed it our entire lives, from birth to old age, and there aren’t many cereals or even entertainment options which can claim that.

Cheerios has securely been part of our lives. We love it. It loves us. Its round shape is practical, if not symbolic, a reminder of our eternal and endless love, which like a circle has no beginning and no end.

But then, like a marketing executive suddenly turned to the Jif Side of the Force, we noticed a bizarre, Kix-like web page that made us think otherwise.

It was as if Cheerios instantly soured to everyone – moms and dads, young and old, large and small – by showing favoritism to one and ignoring the other, trying to tear apart so many of us that shared this common, charming cereal bond.

That’s when we wrote about this marketing aberration which made us so confused and angry.

You may recall that at that time, Cheerios was actually getting a lot of praise for its dad-loving TV commercial, which may have been the reason its web-based dad exclusion flew under the radar.

We tried communicating with General Mills several times, but to no avail.

Fast forward to today, some nine months later, when we occasionally like to check up on our topics, and we were pleasantly surprised to discover that web graphic no longer exists at cheerios.com.

Eager to know more about the change, we reached out elsewhere, this time with the excellent Kirstie Foster, public relations and social media director at General Mills.

Through Foster’s mediation, Cheerios responded with the following:

Hi there! We’ve always thought the world of dads. Many factors led us to the decision that it was finally time to show it.

How about that? No, it wasn’t a direct shout out to dadmarketing, but we like to think we had a hand in the change.

We may be a small, upstart organization, but our influence and message shouldn’t be understated. Dads have been left out of the marketing messages too long, too often. Cheerios no doubt recognized that, and we’re proud of those involved with the change at General Mills.

Think about Jif’s “Choosy Moms Choose Jif.” How sexist and old fashioned is that?

Cheerios changed for the better, so why can’t Jif? Why can’t others?

We’ll keep beating the drum until others reach Cheerios status, and maybe together – through sharing, talking and communicating – we’ll help more of them become products we can stick with for a lifetime.

December 5, 2014

One small tweet from Maggie, one giant leap for change

A few days ago we retweeted a story about this young girl who fought back against a sexist sign, and ultimately claimed victory as the sign was removed.

Her modest, ingenious and charming complaint challenged the higher beings at a store in England, and executives listened.

Way to go, Maggie!

Her protest got us thinking about the foolishness of Jif’s tagline, Choosy Moms Choose Jif.

If a young girl can get the attention of a large retailer, why can’t Jif take inventory of its own sexist practice? Doesn’t their parent company, Smucker’s, want to market their goods to all and be perceived as a modern, progressive, with-the-times business? What does their four-word marketing message say to households without a mom present?

We’ve discussed some of Jif’s plight before, and again, and yet again.

Jif’s stale slogan was created decades ago, during a bygone era when mothers generally handled cooking, cleaning and household shopping. Jif is essentially hanging that chore on mom in present day, and indirectly, the cooking and cleaning, too. Doesn’t Jif’s approach remind you a little of this?

Yes, even as the year 2015 looms, an embarrassing, inane catchphrase has long passed the old-fashioned phase; in today’s world, the saying looks downright irrational.

The interesting thing about Maggie’s dispute is that despite its marvelous simplicity, it only changed in-store wording for the better. For example, another major retailer, ToysRUs, still categorizes shopping selections as “Boys’ Toys” and “Girls’ Toys.”

So, in theory, little has changed and her fight could still go on.

Jif, on the other hand, is so stuck in time and dead set in its ways that we know there’s still a long way to go toward making things right. Jif is indeed a tough peanut to crack (they won’t even respond to us, or acknowledge us), but we know at least one 7-year-old who could bring the entire empire to its knees.

What do you say, Maggie?