Sometimes being on staff here at dadmarketing feels like you’re working as a detective, constantly looking for evidence. The odd thing, though, is that the evidence is relatively easy to find. It’s usually very compelling too, almost indisputable.
Take for instance, the June 2014 American Baby magazine again. This issue is fast becoming a gold mine for dad exclusion, bearing resemblance to that of a major drug bust. We’ve only reached page 9, and find yet another classic dad-being-left-out advertisement.
This time it’s Desitin, which is – surprise, surprise – one of the Johnson & Johnson family of consumer companies. If it seems like we’ve talked about J&J before on this site, we have. That drug bust connection makes perfect sense now, doesn’t it? Birds of a feather exclude dads together.
Occasionally companies like this try to make good by not using the same message on their website, or by including some web photos of dads. Not Desitin. They trumpet where they stand on each parent even further by placing a “#1 with pediatricians and moms” logo smack on the front page of desitin.com, and a dad is nowhere to be found at the site. They even have the same slogan right on their product!
So even if you dads had done some online homework on diaper rash before your child was born, or you were reading American Baby magazine while waiting in the hospital, now Desitin has made sure you know you’ve been disregarded by the time you use their cream, because it’s printed right on their package.
Say no to drugs, indeed. But Desitin isn’t far behind.