July 17, 2014

Let’s fix it in a Jif-fy

Some say there isn’t any common sense in Washington, but dadmarketing would argue otherwise. The year was 1995 when the NBA’s Washington Bullets changed its nickname to the Wizards. Apparently then-team owner Abe Pollin decided the Bullets name carried violent overtones, especially in a city with a high homicide and crime rate. And apparently he was right.

One can certainly argue the eventual new name – how it hasn’t caught on, how it carries other negative undertones, how it is a product of a fad at the times – but that would be missing the point. “Bullets” simply wasn’t appropriate anymore. It didn’t take the action of one owner to spur it along, because many realized it. The change was long overdue.

And then you have Jif Peanut Butter’s slogan: Choosy Moms Choose Jif.

It’s not just in Jif’s latest TV ad, it’s plastered all over their website, and it’s been a part of the brand for a long time.

I can hear people already (both moms and dads), because many of them spoke out when we discussed Kix’s outdated motto:

Chill out, it’s just a slogan.
Everyone has to be so “PC” nowadays.
Much ado about nothing.
There’s more important things to worry about.

We here at dadmarketing like to think of the Jif slogan as SWASFTSOI: Staying With A Slogan For The Sake Of It.

To explain further, imagine for a moment, that the United States government had a slogan before 1919 (like the Army’s “I Want You” slogan) which read, “Real men vote.” It might have been a decent slogan back in the day and worked well at the time, because after all, only men could vote then. However, let’s pretend they kept using that slogan to this very day, and we all saw it when we entered voting precincts. Of course, it would seem a tad outdated because we all know that women can vote, but wouldn’t it yet sting a little to both women and men? Wouldn’t it seem a little offensive? “Real men vote” wouldn’t take anything away from the fact that females could still walk in and exercise their right to vote, but it would just seem old, tired, antiquated – even silly and useless.

That’s all we’re saying about Jif. We get the fact it’s your long-standing company slogan/brand/wordmark, but it’s time to move on and find some other way to market your product (which tastes good, by the way). Change with the times. Jif is like the Washington Redskins of sandwich spreads: an entity that refuses to change out of stubbornness. Their attitude could also be filed under the dreaded, this is the way we’ve always done it.

And yes, Jif, we’ve noticed the latest add-on to your TV commercial which states audibly, though not in print, “Choosy moms and dads choose Jif!” This hardly solves the problem. In fact, it exacerbates it. It’s kind of like saying, “Gosh, I barely notice that huge wart on your nose.” It makes the slogan even more old-fashioned laughable, drawing attention to the fact that Jif has excluded dads for years, if not decades.

It’s the same way that your local high school has had the embarrassing nickname “Lady Bears” for all of its girls sports teams? Why not just “Bears” for both genders, or at least “Gentlemen Bears” for consistency? Ugh. Another topic, another time.

So Jif, let’s get down to business and fix it, the right way, once and for all. Show moms and dads that common sense is alive and well. Dads mean a lot to you, right?

Let’s hope so, because dads have a choice in what peanut butter to buy, and choosy dads choose ________________.

April 28, 2014

If everybody else gets to write a list, we can too

Why bother?

Why would any company waste time marketing to dads?

Marketing to dads matters. Let us count the ways, and since lists seem to make the Internet go ‘round, here’s ours:

It’s not about who uses the card, but about everything before the credit card is swiped – Anybody can put a Star Wars t-shirt in a shopping cart, but more went into that decision than you think. What, or who, influenced it? Maybe it’s dad’s love of the movie franchise that rubbed off on their kids. Maybe it was a commercial the family saw while watching a hockey game together. Maybe it is dad’s influence on a certain store the family frequents. Maybe dad researched everything about the product online for the mom. Maybe dad simply looks good in the shirt. Any marketer can sit all day long in a store and prove that it was mom after mom who swiped that credit card in Target, but a wise researcher will investigate the whole story.
No matter how small the slice is on the pie chart, it’s still a slice, and it still tastes like pie – I heard a weathercaster once say, “Even though there’s a 70% chance of rain today, remember that there’s a 30% chance it won’t.” So, let’s say for example, that moms handle 70% of the purchasing. Is a company really doing to ignore that potential 30% of dads who buy stuff? Cereal makers do all the time, and if I was their CEO, I’d start looking for a new marketing team, and fast.
Isn’t equality a goal? – When you alienate someone and make them feel left out, you’re bound to really turn them off. What’s wrong with marketing to both mom and dad at the same time? Nothing! You’ll still have the mom in your good graces, and the dad will feel like he was included, too. The good baby websites, I’ve found, are the ones that use the word “parent” and have photos of the newborn baby with both mom and dad. Isn’t that a cool thing to see?
Loyalty is king – If you become friends with someone at work or school, that’s nice. If that friend invites you to their home, your friendship suddenly deepens, and you’ve formed a bond that makes you feel even more connected. You’ve become loyal to them. The same connection happens with retailers, and it means far more than customer satisfaction. Dads are loyal people. As author and speaker Jeffrey Gitomer once said, “Customer satisfaction is worthless. Customer loyalty is priceless.”
The Internet still is a game changer – Unless you’ve been living under a rock for say, the past 25 years, you’ve heard of the Internet. It’s a marvelous tool used to gather information fast from all around the globe. As far as I know, dads have used it to gather information, read and write reviews, and purchase things. Lots of things. Take the “zo” out of Amazon and you have “A man.”
Look no further than sports – If you don’t follow sports, check out the power of the NFL, NASCAR, or any other sports league, and you’ll find it dominated by dads who have an allegiance to athletes and their games like no other. It’s a gazillion dollar industry that continues to grow and expand with time.
Dads eat and buy cereal – I think June Cleaver gets a bum rap. Everyone likes to make her the poster child for old-fashioned, outdated behavior. Leave it to Beaver was a good show with wholesome characters, simply a product of its times. Cereal is notorious for neglecting dads. Kix is a product of its times too, but even a Beaver sequel in the ‘80s didn’t keep using the same formula – it updated for the times. Read our December 17, 2013 entry if you want to learn more about Kix’s useless and archaic orange box. It really isn’t the 1950s anymore, Kix, so hop on board the 2014 bus with the rest of us. If I was Doc Brown and I had some plutonium, I’d so throw you into a DeLorean and send you “Back to the”…well, you know where.
Credit card companies know better – Credit card companies know that their pocket-sized flat payment tools are used by dads, too. That’s why they have dudes in their ads. I’d even go as far to say that credit cards were inherently designed for dads: they’re lightweight and flat since dads don’t like to carry things; they have cool pictures on them; they’re durable; they’re largely free to get (dads like free things); even acquiring one is easy to do. Leave it to Jedi Master tough guy Mace Windu to set the record straight: men do indeed use credit cards as he asks the question to which he already knows the answer, “What’s in your wallet?” Dads carry wallets. Moms carry purses. Closed, the case is.
Dad, meet Internet; Internet, meet Dad – Dads and computers met a long time ago, and they realize how to use them. Even if dads don’t always make the final purchase, they’re surely reading about the product beforehand. They’re commenting on it. They’re reviewing it. And did you see that Amazon is starting an online grocery store? Frankly, dads are probably purchasing things more and more off the Internet, because every good marketer claims knows that dads don’t like to shop in stores, right? So, watch it marketers, because the slightest misstep and you’ll have more than one dadmarketing site broadcasting it to the world.
Step up right here and behold, the spectacle! – The way dads get dissed everywhere, it seems like marketers make them out to be some kind of mythical creature that doesn’t exist. In that vein, I have channeled my inner Dr. Seuss:

Dads move, dads think, they eat, they blink.

Dads stand, dads sit, they throw, they hit.

Dads run, dads fly, they drive, they buy.

Dads can do lots of things, you see.

So don’t deny their authority.

April 17, 2014

I don’t cheer for Cheerios

The phrase “to those whom much has been given, more is required,” is best known for its origin in the Bible.

I think it applies to cereal, too — specifically, Cheerios — and we’ll get to that connection in a minute.

But let’s think about Cheerios first. It’s one of the strongest brands around. Its no-nonsense black serif font on the plain yellow box is iconic. The circular shape is basic, pure and often imitated. Its ingredients include whole grain oats and just one gram of sugar. Nearly every off- and store-brand has made a knock-off version and given it a similar name. The taste is simple and unchanged virtually since the beginning, unless you count the explosion of its flavored offspring, such as Reduced-Fat-Yogurt-Berry-Blast-Cinnamon-Coated-Sprinkle Cheerios (seriously, do we need this much variety?).

I would argue that Cheerios has been in every American home at least one point in time since its inception, and I doubt many brand names can proclaim that. We eat it. We make snack mixes with it. We feed it to babies. We feed it to birds. We make crafts with it. We give it to kids in church to keep them quiet. We string it on Christmas trees. We love it. We trust it. Its wholesome. It sticks on noses (try doing that with Kix). It’s certified by the American Heart Association! It’s genius!

It’s just plain…perfect!

Or is it?

Their marketing folks nearly had me at hello, but as I went further into their website, discovered that it’s Mom’s Choice. And that’s when I started thinking about the phrase, “to those whom much has been given, more is required.”

You see, we’ve made Cheerios a part of our lives and trusted it for years, and I always thought it was a decently mutual relationship: General Mills kept making it, we kept eating it and everyone was happy. But then they started saying that it’s the cereal which mom’s choose, and dads instantly became alienated and left out. More should be required of one of the top cereals around. They’re supposed to be an example for everyone else. Do you ever see the NFL say, “It’s the sports league more dads watch with their boys than any other”?

Cheerios, I thought you were better than this. We’ve all given you so much, and more should be required.

I have the last box I’ll ever buy in my cupboard, and I’m not even going to eat it.

But the birds will.

December 17, 2013

Kix it to the curb

We’ve all heard of stories how the mom used to drag the entire family to church, right? There must be some heavenly market research somewhere backing up this stereotype. So why don’t most churches appeal to the moms?

I can see the ads now: “Moms, you can trust in your kids’ salvation at our church, because we know dads don’t have a history of doing it.”

Let us bow our heads and thank heaven above it’s a good thing churches don’t behave like the makers of Kix cereal.

On the front of their famous yellow-orange box you can’t even find the word “cereal” emblazoned, but you certainly can find a rectangle larger than the General Mills logo itself proclaiming their longtime slogan, “Kid-Tested, Mother-Approved.” And they even have this saying copyrighted!

If it wasn’t clear yet as to exactly who they want to pick up and buy their cereal, simply turn the box slightly.

They used the side panel to include a “Message to Moms…” where they promise mothers that they’ll give kids the best of both worlds, nutrition and great taste. Below this is a “Kix Assurance,” proclaiming that “for over 70 years, moms have trusted our commitment to good nutrition.”

The 800 number comment line is listed under all of this, and it makes me wonder if a dad would even dare call it after their promises and claims to moms all over. Dads might need to make a deal with the devil to ever get this cereal to change.

Kix, you’re in my prayers. Amen.