How the Grinch Ignored Dads

Every family on Earth liked dads a lot…
But marketing and media, who lived on Earth too, did NOT!

They both ignored dads, even in June.
Now, please don’t ask why. No one can answer that soon.
It could be they were stuck in the Fifties.
It could be, perhaps, that the VPs were iffy.
But I think that the most likely reason to say,
May have been that they don’t know dads of today.

But, whatever the reason, being old-fashioned or mulish,
They stood there, looking at dads, acting so foolish.
Staring down from their boardrooms with a sour, grumbly frown,
At the warm lighted homes below in their town.
For they knew every dad down on Earth beneath,
Was busy now, shopping, cooking and feeding.

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“And they’re helping with kids” (which to us seemed apparent).
“Tomorrow on Christmas, they’ll act like they’re parents.”
Then they growled, with their fingers nervously a-patter.
“I must find some way to stop dads from being treated like they matter.”

For tomorrow, they knew, that dads of all kinds
Would wake bright and early, making Christmas day shine.
For the dads with their families, would sit down to a feast.
They helped cook and serve it, and shopped too, at least.
Which was something their marketing data hadn’t released.

And THEN dads would do something they liked least of all.
Every dad to be found, the tall and the small,
Would stand in the living room, so very involved.
They’d be with their kids, they had lots of fun.
CEOs don’t want to admit, but that’s how it’s always been done.

And the more marketing and media thought of those dads,
The more they thought, “We must create some new ads!”
“Why, for several years we’ve put up with it now!”
“We MUST stop dads from looking like they’re equally, competent parents! But HOW?”

Then they got an idea! An awful idea!
THE MARKETING AND MEDIA GOT A WONDERFUL, AWFUL IDEA!

“We know just what to do!” they laughed, oh so brash.
So they made reboot of Mr. Mom in a flash.
And they chuckled, and clucked, “What a great marketing trick!
With these shows and new ads, fathers won’t look so slick.”

Then they ran some campaigns that ignored dear, old dad.
They discounted his moves, and made him look bad.
They excluded with clubs and groups so complete.
Disney Moms, Chick-fil-A Moms, Walmart Moms all did meet.

But they didn’t stop there, media insisted with glee.
The headlines ridiculed dad hastily.
Moms do the laundry. Moms pack the lunches.
Moms handle checkups. They do it in bunches.”

Kellogg’s, Gerber, Pampers and Jif.
They’ve all ignored dad – it caused quite a riff.
And just when you thought they were all out of feats,
“And NOW!” grinned marketing and media, “I will exclude more with some tweets!”

Then they opened their browser, and started to click,
When they noticed some dads who were commenting quick.
Dads stared at those ads and said, “Marketing and media, why…
Why are you ignoring dads? WHY?”

But, you know, those corporate heads were so smart and so slick,
They thought up a lie, and they thought it up quick!
“Why, my dear old dads,” marketing and media lied,
“Moms want to cook and clean, and do the work inside.
The kitchen, the laundry, the chores – it’s all theirs.
They want the control, they don’t want to share.”

And their fibs fooled consumers, but something didn’t seem right.
In today’s modern world, dad’s involved day and night.

It was quarter past dawn, all the dads, still-a-bed,
plus the moms and the kids, still a-snooze and misled.

“Pooh-Pooh to the dads,” marketing and media did chatter.
“They’re finding out now, that to families, they don’t matter.
They’re just waking up! I know just what they’ll do!
Their mouths will hang open, but if you want proof,
The dads in their homes will remain so aloof.”

“That’s a sight,” grinned marketing and media, “That I simply MUST see!”
So they paused and figured everyone would agree.
And they did see a sight in homes across Earth.
It started upon birth, and as kids grew in worth.

But the sight wasn’t sad. Why this sight looked so fun!
It couldn’t be so! But it WAS fun – not even outdone!
Marketing and media stared down at homes!
They popped their eyes!
Then they shook and saw a shocking surprise!

Every dad down on Earth, the righteous and errant,
Surprise, surprise – knew just how to parent!
They DIDN’T have to be taught, told, or trained,
Instinctually they managed, their minds were ingrained.

Marketing and media hadn’t stopped dads from being parents. They already were!
Somehow or other, they were equally sure.

And the marketing and media, with their old-fashioned way,
Stood puzzling and puzzling, “How’d they manage today?
They cooked, cleaned and helped.
They handled it steady. They equally tended to children already.”
And they puzzled three hours, till their puzzlers were sore.
Then marketing and media thought of something they hadn’t before!
“Maybe dads,” they thought, “aren’t parents to ignore.
Maybe dads…perhaps…mean a little bit more!”

And what happened then…? Well, on the Internet they say,
That the marketing and media’s hearts grew three sizes that day!

And the minute their hearts didn’t quite feel so tight,
They brainstormed ideas to put dads in new light,
And they stopped the negative shows, programs and ads!

And they…the marketing and media themselves…took some time to know dads!

Inclusivity wins: Kix phasing out old slogan

Its “Kid-Tested. Mother-Approved” slogan has adorned the box of Kix since 1978, but the famous multinational manufacturer has finally succumbed to the voices of fathers nationwide. General Mills quietly revised its long-standing motto with a new “Kid-Tested. Parent-Approved” saying that adorns its familiar and newly updated yellow Kix box.kix10-e1536595146302.jpg“Kix is excited to announce that we have updated our slogan to ‘Kid-Tested. Parent-Approved,’” said Mike Siemienas, General Mills spokesperson. “This new slogan is more inclusive as the word ‘parent’ applies to the individuals raising children.”

The new era begins after 40 years of proclaiming – through a familiar television commercial jingle – that “Kids love Kix for what Kix has got. Moms love Kix for what Kix has not.” In more recent years, dads regularly took to social media to voice displeasure, but those pleadings went largely unrecognized.

Siemienas said the updated slogan and new box “worked out well” so that both happened at the same time.

General Mills has yet to phase out the slogan entirely. Its Kix page at generalmills.com still trumpets the previous wording, and kixcereal.com not only contains the old slogan, but old box logos. Siemienas added that General Mills is working on updates to company websites.

For now, dads are overwhelmingly pleased with the Kix change. The National At-Home Dad Network – a volunteer-run, nonprofit which provides support, education and advocacy for stay-at-home dads – lauded the change on their Twitter page.

Kix boxes with the old slogan will likely still appear on store shelves, but any new boxes being produced have the new wording, according to Siemienas.

The box revision comes on the heels of a similar switch in the United Kingdom by Kellogg’s after pressure from dads who complained of its exclusionary Coco Pops box.

An open letter to dads – the problem with influencer marketing

Back in the spring – March 7 to be exact – National Cereal Day was celebrated from sea to shining sea.

OK, that’s exaggerating. Our entire nation didn’t honor it. It was largely done so by Twitter users. And it’s not really National Cereal Day, it’s more like #NationalCerealDay.

These aren’t real holidays – they’re hollowdays – they’re empty, there’s not much to them. They’re days often set up by marketers to help sell industries or products, and they’re primarily celebrated only on social media. If your workplace, school, or home isn’t really celebrating and you’re spending more time tweeting about it than actually observing it, then it’s a hollowday.kix9.jpg

Still, they serve a purpose and can be a lot of fun on social media. We sometimes join in the fun ourselves. And while this obscure cereal occasion was celebrated, we noticed a disturbing trend: dads advertising for companies like General Mills and Kellogg’s, companies who have a regular history of ignoring fathers through slogans, general marketing and even on cereal boxes.

So why would dads plug a company that doesn’t place value in them?

Who’s an influencer?

Influencer marketing can be powerful and it certainly has its place. We all know how it works: companies identify individual “influential” people – rather than a certain market – and intentionally use those people by controlling the content of their blog stories, testimonials, social media posts and photos.frostedminiwheats2.jpg

These companies are asking those people to purposely write about a brand in order to exert influence over possible buyers. Along the way those influencers gain income, kickbacks and plenty of attention – that is, adulation in the form of likes/follows. It’s true that all of it can result in an inflated ego, but welcome to the world of influencers.

Is influencing always what it seems?

At the same time, influencer marketing can also offer deceit. It’s common practice for influencers (though, not all) to buy followers that represent bots to make profiles appear more impressive. Most people don’t buy it, but interestingly, a lot of companies overlook it all in the name of numbers.

Some influencers have real followers and they worked hard to gain every one of them. So, it’s easy to see that dad bloggers have sway more than ever before, but with great power comes great responsibility.

If dads want to be recognized as fully competent parents and equal to their parental counterparts in the world of influencing, spending, retail and commerce, know this: they’re contributing to the problem.

Dads can’t be supporting dad-unfriendly companies in the name of freebies, likes, media attention, more followers, or even in the name of fun. That’s called selling out.cheerios.jpg

If you’re a dad helping to promote, say, General Mills, have you thought about what you’re helping to endorse? Some of its brands, for example, continue to ignore and discount you with exclusionary messages and slogans stamped on the front of every box.

So when you plug these companies, you’re offering a stamp of approval to what they do – and that’s wrong.

Self-respect is key

If men truly want to be valued as prime influencers and be treated equally everywhere they go online and in person — schools, doctor offices and even by the children in their own homes — it’s time to speak up and take a stand.quakeroats3.jpg

All of those goodies, swag and likes aren’t worth it if they’re feeding the monster. Those companies who disregard fatherhood will continue to get away with exclusion and won’t value true purchasing and parental power if influencers give in.

Being an influencer carries weight, and if dads really want to influence someone, stand up and speak out. Tell them that not all parents are moms. Tell them that you matter as a parent and a customer. Hollowdays aren’t worth it.

 

Is Rice Krispies really intended for only kids and moms?

Makers of breakfast foods have long been known for innovation.  New cereal and frozen foods hit the shelves regularly.

But it would seem that not everyone’s invited to the table.

Pick up any cereal box and you’ll often discover a world that speaks only to moms.  Despite all the newfound innovations in the grocery store, marketers remain convinced that the family dynamic hasn’t changed – that dads don’t take care of children, don’t tend to the home, or even spend their morning ritual with the family.ricekrispies.jpg

The Rice Krispies Twitter page reinforces this outdated stereotype with a Twitter bio (right) that excludes dads from the outset.  The exclusion is particularly surprising for a brand that’s well accepted and loved by families everywhere — families which include dads.

Its approach is surprisingly consistent with a few of its iconic shelf mates.  It wasn’t until 2015 that Cheerios changed its webpage touting itself as “Mom’s Choice.”  Kix defers to mom in both slogan and message on every box.  Even the back of Frosted Mini-Wheats exhorts kids to specifically ask mom for more.  And El Monterey has long used the hashtag #momwins throughout its social media.

Our tweets on the Rice Krispies bio recently caught the attention of Kellogg’s, but the communication fell flat when subsequent tweets weren’t returned.  We’re still waiting for what could be a quick fix and thus restore balance to the cereal shelves.

Of course, this particular cereal stretches far beyond the bowl.  The oft-duplicated rice puffs are a virtual kitchen staple, useful in many recipes around the kitchen.  Its Twitter page frequently touts its popular endearing spinoff, the Rice Krispies treat. Even its venerable mascots Snap, Crackle and Pop resonate with everyone.

Given its prowess in our daily lives, let’s hope Rice Krispies can turn things around soon and become close with dads again.

Like super close.

Like white on rice.

Games people play

I don’t watch much TV, but I did see an interesting commercial during the Olympics, and you probably did, too.katyperry

There’s a Cover Girl ad which involves some major female celebrities exclaiming “Girls Can’t” — do this and that.  Of course, we all know girls/women can do absolutely anything, so you have to figure there’s something more to see.  It compels you to watch.  Well done, Cover Girl.  I liked it.

But apparently men, specifically dads, cannot do everything.  And that everything involves activities and games with their children.

Who says so?  Kellogg’s says so.

On the back of their Cars movie-themed fruit snacks, they offer six fun game ideas which kids can play:  h-0-r-s-e, flashlight tag, alphabet game, etc.  In the descriptions of the games, they implore kids to seek the help of but one gender:

– From Cloud Shapes game:  “Point them out to Mom and yell out what you think they are.”

– From Charades game:  “In this game, have Mom write down the names of different animals…”

– From Build a Snowman game:  “Finally, get that carrot Mom has in the fridge…”

Sure, it’s rather inconspicuous on the package, but as anyone in a relationship will tell you, it’s the little things that count.

So, Kellogg’s, please don’t be like all the other cereal companies.  (And believe me, there’s more to explore.)  See what you can do about keeping dads an important part of your marketing mix.