Kix

November 1, 2023

I Pity the Fool Who Doesn’t Learn from Others’ Mistakes

What do Jif, Cheerios, Disney, Kix, Huggies, Similac, Boppy, Walmart and Amazon all have in common?

They listened to our plea.

Through activism and denouncing exclusionary marketing practices, they responded to our appeals and changed their ways. They realized that omitting dads is not only detrimental to the family, but it affects their bottom line. They discovered that dads shop, consume, have money in their pockets – and most of all – parent.

Yes, at one time these revered brands offered ads, slogans, or programs aimed specifically at mothers, thus excluding dads in word and deed. Each company was approached by our team, and all made changes to their marketing efforts.

So, why can’t Mrs. T’s Pierogies?

On social media it issues messages such as, “Calling all busy moms!” or talk about a “mom-life balance.” It also ran a program this year titled, “All-Star Moms.”

We pointed out these misgivings on social media and received no response from Mrs. T’s, nor Hunter Public Relations, which is responsible for its social media.

(Side note: Hunter’s website curiously insists that “helping brands ‘relate’ to their ‘public’ will always be at the heart of what we do…”)

All of which is sad, because dads, like anyone, want to feel welcome. They want accompaniment. They want to feel included. They want to be treated like an equal parent. They want to know they matter. They want to be with.

General Mills, upon righting its long-standing discriminatory Kix slogan, issued an equality-seeking manifesto after its 2018 reboot.

“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.”

General Mills finally realized the error of its ways.

Will Mrs. T’s?

March 1, 2023

Have You Ever Boycotted a Product or Company?

For as long as Jif peddled peanut butter, it seems, it rode a sexist, old-fashioned motto along the way. In fact, it was from 1966 to 2016 whereby “Choosy Moms Choose Jif” wasn’t just a saying, it was a deliberate message alienating half of its customers. It also cemented the widespread meaning that it was mom’s job to shop, prepare meals, pack lunches and essentially, maintain the house.

It took exactly 50 years until Jif decided enough was enough. It shelved the backwards slogan after realizing that dads were offended. But did it also make the change because it affected profit?

We’ve heard from numerous parents who refused to purchase a product for the way it treats customers. Some refuse to buy the product and remain silent in their act. Others take to the Internet or use word of mouth to rally for change.

Take, for instance, Ragú, where scores of parents regularly criticize the long-time sauce maker on social media for its retrograde headline.

Before that there was Ban Kix cereal Slogan, a Facebook page urging General Mills to end its outdated “Kid-Tested, Mother-Approved” saying. Its activism ended, of course, after Kix revamped the saying in 2018.

Even earlier, an at-home father successfully petitioned Huggies to drop its demeaning ad campaign in 2012 which portrayed men as incapable of changing diapers. His change.org petition riled over 1,000 people to vent and sign his request.

Boycotts have historically played an important role in social change and have often proved successful.

Have you ever boycotted a product or company over its treatment of you as a customer? We’d love to hear from you.

November 1, 2022

Ragú Snubs Equality with Old-Fashioned Slogan

You might be hard-pressed to find a food item so picked apart, scrutinized, debated and polarizing as spaghetti sauce. There it sits unassumingly in your pantry with other staples. yet a mountain of adaptations make it all the more worthy of discussion.

Homemade vs. store bought. Garlicky vs. sweet. Chunky vs. smooth. Meat vs. meatless. And the rabbit holes go deeper when you consider the various pastas with which it can be served.

It’s enough to make someone … use a sexist tagline?

That’s what happened when long-time pasta sauce Ragú ushered in an old-fashioned motto destined for contempt. It’s even more bewildering when you consider the actions of other well-established brands, Jif and Kix, which in overdue fashion, dropped their embarrassingly outdated sayings following decades of pleas.

Ragú introduced its “Cook Like a Mother” campaign nearly one year ago and still gets consistently roasted each time it posts on social media. With once strong taglines like a “full serving of veggies” and “Simmered in Tradition,” it’s no wonder Ragú has sauce on the face this time around.

If you’re a dad, you’re offended that Ragú can’t respect or acknowledge your gender. If you’re a mom, you’re insulted how Ragú insinuates it’s your job to cook. And no matter who you are, you’re probably upset at its tasteless play-on-profanity.

Ragú, as you might expect, doesn’t see it this way.

“The attention-getting ‘Cook Like a Mother’ tagline takes aim at everyone, regardless of gender or culinary skillset,” its press release argues, “reminding them that, with a delicious jar of RAGÚ sauce in hand, anyone and everyone can ‘Cook like a Mother.’”

Ragú’s marketing agency, Digitas, doubles down on the tagline.

“Cooking ‘Like A Mother’ means creating an amazing meal even if you are not a mother or a skilled cook,” said Tim Mattimore, Digitas.

It’s a good thing Ragú is here to remind everyone that they can cook a meal even if they’re not a mother. Perhaps an auto parts store will run a comparable slogan insisting that anyone can fix a car even if they’re not a father. Or play sports. Or hunt. Or provide for the family.

Now all we need is someone to remind us that there are other sauces on the store shelf.

Oh, right – we just did.

Prego anyone?

March 2, 2022

Similac Finally Acknowledges Problem with Rewards Program

You can’t strive for equality if you don’t recognize a problem in the first place. Such is the case of Similac and its maker Abbott, who for years promoted its “Similac Strong Moms Rewards” program.

Just recently, without fanfare, it revised the program to “Similac Rewards.”

It took our team well over seven years for Similac to heed our call.

Alas, equality is a confusing topic for many.

Even while promoting and striving for it, the most well-intentioned organizations fall short. It was almost comical to see General Mills’ website once brag about marketing messages that were “inclusive and respectful” while promising not to produce marketing that “undermines the role of parents” – all the while employing its now defunct “Kid-Tested, Mother-Approved” Kix slogan. That decades-old catchphrase wasn’t banished until our team pointed out its own incongruity (again, over the course of several years).

Or when P&G ran its exclusionary “Thank You, Mom” Olympics campaign, coupled with language that stated – and we’re not making this up – “A world free from gender bias is a better world for all. #WeSeeEqual.”

So, the Similac revision is a major step in the right direction not just for fatherhood, but for parental equality. No parent should be made to feel less or lower in the eyes of anyone.

Similac isn’t perfect. In fact, it still has changes that need to be made – such as with its own company Google search description (below).

It must keep searching and recognizing its own problems without others having to point them out, and the real reward will come in the form of customer loyalty and increased revenue.

January 20, 2022

Searching for Equality at Breakfast

As long as we’re changing brand names and packaging for Uncle Ben’s, Aunt Jemima and Land O’Lakes – let’s take a closer look at everything on food shelves.

After all, equality comes in many forms. It’s the state of being equal, especially in status, rights and opportunities. Perhaps it’s time for a gender reckoning.

Consider breakfast food – one of the largest perpetuators of stereotypes. It took years of pointing out Kix’s long-standing slogan to maker General Mills before eventually succumbing to our plea. Same for Cheerios, Quaker Oats and El Monterey.

The industry still hasn’t progressed to appropriately reflect the dignity, respect and warmth dads deserve as equal, competent parents.

How do we know? Look at Mom’s Best Cereal. This brand speaks to only one parent on its website:

  • “Mom’s Best honors and supports real moms”
  • “By Mom’s. [sic] For Moms.”
  • “At Mom’s Best we exist for one reason … to make it easier for hardworking moms (like you!) to do right by their families.”
  • “Moms know what matters most…”
  • “If you’re a mom who’s social, let’s connect!”
  • “We have a vibrant community of moms who are keeping it real and trying to give their family what’s best.”

In a world that won’t stand for old-fashioned stamps and unnecessary exclusion, these statements are shameless enough. But when you look at Post Holdings – the corporate site for Mom’s Best – you’ll find some major hypocrisy.

“We strive to exhibit the highest standards of integrity and fairness in everything we do,” Post Holdings states. “We take responsibility for our actions, adopt an unbiased approach to all colleagues, do the right thing, deliver what we promise and are considerate of individual differences and cultures.”

If that’s true, then it’s time to walk the walk.

Post Holdings needs a massive website overhaul and brand renaming from Mom’s Best to Parents Best. Anything less and it will eventually be forced into doing so by an unforgiving public, all the while spending even more time and money playing PR-catch-up. In this zero-tolerance society, it had better appease consumers who expect nothing but love for everyone in the parenting space, not a select few.

Mom’s Best/Post Holdings hasn’t progressed enough to properly exhibit the respect and warmth toward today’s modern families.

The best time to do this would have been years ago when Mom’s Best was created. The second best time is today.

November 16, 2020

Why Do Breakfast Foods Ignore Dads?

Cereal makers can’t seem to wrap their heads around the notion that dads provide breakfast for their kids.

For years we’ve been pointing out the problems of Cheerios, Kix, Quaker and others who continue to disregard dads as part of their customer base.

The latest offender is General Mills, who not only excludes dads from its latest campaign, but uses a possessive pronoun that contributes to the problem.

If you have children, do you refer to them as “my kids” or “our kids” when speaking with others?

The former connotes a more possessive or singular approach, whereas the latter sends a meaning of togetherness and unity. While “my” may seem harmless and unintentional, it conveys a certain message – whether you believe it or not – to others, but also to your partner.

It’s not uncommon to find stories, comments, or blog posts from women who complain that they’re stuck with the majority of the household and parental duties (that’s no fault of the dad – he’s typically working outside the home, but we’ll save this topic for another day). However, wouldn’t the action of calling the baby “ours” drive home a greater spirit of togetherness when tackling daily familial duties? These women might not feel so alone in their work by calling the children ours.

Companies like General Mills furthers this perception, too. It inconspicuously calls the children “your squad.” That makes dad out to be the lesser parent at best, completely irrelevant at worst. General Mills would do families and society a much better service by speaking in terms of “us.”

Using the word “parent” instead of “mom” won’t make or break the marketing business model, and it won’t make a female look away in disgust. Rather, it will make a dad feel like an included member of the family and feel like a valued customer.

It’s time for change. Words matter.™

July 9, 2019

Corp speak, runarounds and talking the talk

Have you ever contacted a company only to get the runaround?

We do every day. The problem with our interactions is that they involve a little more than a faulty product, damaged good, or spoiled food. Those problems can be corrected on the spot.

Ours involve changing a mindset, a company culture and attitudes about parenting.

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What we often experience is corpspeak and a serious case of talking a good talk, yet never really walking the walk. When we point out to companies their exclusion of fathers in advertising and marketing, we hear a response that lacks of clarity and offers tedium that never results in succinct answers or change. They’re generally vague on timing, which usually means there will be no change.

Check out the following responses we’ve received in the past month or so from four prominent brands.

Baby Jogger:
“Thank you for reaching out to us. We believe that all parents and caregivers are capable of providing excellent care for their little ones. Consumer feedback is important to us and we take it very seriously. We have shared your comments with our marketing team.”

Fresh Market:
“Hi there! We love Dads too! They are mentioned on this sign as well. Just follow the asterisk! We understand, however, that their mention is not as noticeable and will share your feedback with our team!:”

Rite Aid:
“We value your feedback and we appreciate you reaching out to us. We will forward your feedback to our Leadership team for review. Thank you!”

Mott’s
“You are absolutely right. Thanks for catching a really old portion of our site that needs to be updated. Our team is working to make this correction because we love moms AND dads! It takes a village to raise a child, and we appreciate the reminder. Thanks for keeping us honest.”

Mott’s offered the most promising response, but even with that, not in any single instance did a representative make a promise or even correct the problem on the spot. Instead, the buck was passed and the complaint was temporarily pacified by ensuring us that our feedback was “valued.”

Companies love to talk about exceptional customer service, but few really back it up.

At the same time, we’ve successfully lobbied other major brands to make changes – and they did. We’ve influenced the likes of Kix, Jif, Cheerios, Pampers, Huggies, Luvs and the New York Times. It worked by simple, old-fashioned persistence.

If you’re a parent who cares about inclusion and equality, our suggestion is to remain persistent and enlist other like-minded parents to help with the cause.

Many consumers win their battles, and there’s a good chance you will, too.

April 29, 2019

This company needs to stop calling dads, moms

Recently we noticed a Disney Moms post which identified a dad as a mom, so we shared that inaccuracy with the Twitterverse.

A handful of Disney supporters offered comments. In fact, they told us not to worry, to direct our energy toward other things and offered assurance of respect for dads.

That was nice, but it offers plenty for discussion.

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It’s great to hear that Disney Moms appreciate dads. In previous posts we’ve regularly lauded the program’s intentions and agree that dads comprise a valuable part of the group. If you’re planning to visit a Disney park, this program does offer great advice. There’s little doubt in our minds that dads are indeed loved and appreciated by participants on the panel.

Well, mostly. If they were truly and fully appreciated, dads wouldn’t be excluded from the program’s name. As for respect? Not completely.

One definition calls respect “a feeling of deep admiration for someone elicited by their abilities, qualities, or achievements.” It’s hard for dads to feel fully appreciated when the most honorable title achieved upon the birth of one’s child isn’t stated – or even acknowledged.

The dismissal of our concerns, however, is cause for disappointment. When those commenters asked us to direct our energy toward other matters and not to worry – it made us feel like our concerns didn’t matter, rather than acknowledging them and admitting the obvious discrimination.

We’ll admit it’s hard for anyone on the panel to do this. Those members are getting nice perks and probably aren’t even allowed to voice displeasure over the current Disney Moms name. If they did, it might mean the end of extras and incentives.

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Hey, we get it. No panel member is going to bite the hand that feeds them.

One woman commented, “it never really was much of an issue.”

Perhaps from her perspective. But she’s not a dad. Ask the millions of dads elsewhere who don’t sit on that panel and only see a major brand name ignore their very being. Most dads live their lives as secondary parents to moms. Just ask Huggies. Or watch videos. Or read magazines. Or follow our Twitter page.

The fact of the matter is, it’s not only odd to see dads being called moms – it’s wrong and unfair. It devalues who they are – equal, competent parents. We don’t believe women’s basketball teams should be called men. Congresswomen shouldn’t be called men. Policewomen shouldn’t be called men.

Language is one of the most powerful means through which sexism and gender discrimination are carried out.

This is no different.

No mom would like being called a dad, right?

We successfully lobbied Kix, Jif, Cheerios, Pampers, Huggies, Luvs, the New York Times and other major brands to make changes, and we’ll continue to advocate for equality and inclusion.

The awkwardness of having Disney call a father a mother – and seeing men accept that – isn’t bound to last forever.

It’s time for Disney to make everyone feel like true guests. Dads are waiting.

December 24, 2018

‘Twas the night before marketing to dads

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‘Twas the night before marketing to dads,
When all through the house,
Dad was excluded,
By an iconic brand mouse.

It’s hard to know why,
A travel program is named,
Disney Moms and not “Parents,”
Dads should be treated the same.

But they’re not all around.
Dads are left out of the talk.
Take a look at some ads,
It’s all quite a shock.

In the blink of an eye,
And a twist of your head,
Soon will give you to know,
You have plenty to dread.

“Choosy Moms Choose Jif,”
Peanut butter will say,
That’s only the beginning of,
The dad-parent downplay.

Formula, diapers,
Medicine, more.
Dad’s always left out,
By marketing lore.

Look at formula ads,
We’re talking bottles, not breastfeeding.
Dad’s a perfect consumer,
Why isn’t Similac heeding?

You’d also think Boppy,
Would market to men.
It’s a pillow for propping,
Read its history again.

And mmm, Texas Toast.
It’s a garlicky love-in,
Yet notice the ad,
Dad can’t handle an oven?

When a child is sick,
Dad will manage the fever.
But Exergen thinks,
He’s an underachiever.

Even medicine makers,
Insist dad can’t administer.
Mom wouldn’t be happy,
If Dr. Cocoa dismissed her.

Diapers are often a point,
Of daddy exclusion.
It’s hard to know why,
It’s such a confusion.

Oh, Huggies! Not Pampers!
Luvs, too. Earth’s Best?
Dad deserves better,
This must be addressed.

We’ll admit some have changed,
Like Amazon and Kix,
But there’s still work to do.
It doesn’t take tricks.

So just when you think,
One parent is in charge.
Think again! Think equally!
Dads are parents – supercharged!

Consider how you treat them,
Don’t drive dad out of sight,
Don’t leave him left out,
And you’ll have a good night.

September 10, 2018

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.