Getting food companies – especially, lunch food makers – to accept the realities of today’s modern parenting world has been an uphill climb for our team.
In those companies’ worlds, only the mom shops, cooks and prepares lunches. The dad remains out of the picture, or at best, only a token visual.
Danimals yogurt snacks is the latest brand to exclude fathers from its marketing content, as seen on its website, and regularly in social media.
This act is a risky proposition, to be sure. The first implication is that it makes mom’s place to be in the kitchen. The second is that it implies dads don’t prepare meals or raise children. Either way, both parents look bad because it places an unfair gender bias built on norms from yesteryear.
As mentioned, we continue to find this in the lunch world. At the start of last school year, Oscar Mayer introduced a video spot heralding mom for her work in readying kids for school. Babybel has been known to exclude fathers. Juice box makers regularly ignore dads as equal parents. And Jif has its infamous time-worn, out-of-date slogan.
We all know that dads pack lunches, and we’ve even seen those cute stories where dads share noontime love through their talents.
It’s particularly disappointing to see the exclusion perpetuated on the Danimals social media pages, where dads are forgotten on a regular basis.
If Danimals doesn’t want to be forgotten by dads, we’re open to talking sometime. Want to do lunch?
What do you get when you cross two perpetual so-called “mom” territories: juice boxes and snack time? You get yet another dad exclusionary, old school approach to marketing from none other than Juicy Juice.
We’ve seen this juice box predicament before.
But this time it seems to hurt a bit more, as Juicy Juice is a relatively newer product (when compared to, say, other stodgy brands), and Juicy Juice even professes to have ads that have “changed over the years.” Note that it didn’t say changed for the better.
Another sad aspect is that this is another company who apparently likes to negate dads and all the fun they provide at snack time. We personally know many dads who love snack time, and have even given names to the creations they make for their kids: Quesa-daddies, Daddy Cheesy Melters, Sugar Daddies, Father Son Buns.
Those sound like some fun creations! Who knows how many untold, unrecognized culinary dads out there are shaping their kids into fantastic human beings one snack at a time?
Juicy Juice provides another bit of smack-in-the-face irony when it exclaims on its website: “One of the greatest gifts of parenthood is being able to relive those wonderful experiences with your child. That spirit inspires every product we make.”
Apparently, that spirit is only being doled out only to mothers and turning its back on dads.
Give it another try, Juicy Juice – dads are listening.