February 28, 2014

Games people play

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

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.

February 8, 2014

Boycott this

The Olympics are supposed to be a sporting competition of the greatest athletes in the world.

So why, then, is NBC using the opening of its telecast each evening to remind us of human rights issues that have nothing to do with sports? Why can’t they just cover, um, sports?

It’s about as unrelated as Proctor & Gamble creating the perception that moms are solely responsible for creating Olympic athletes.

Once again, we here at dadmarketing believe that moms do indeed have a part in raising kids and encouraging them through the thrill of victory and the agony of defeat. But what about dads?

P&G not only omits dads from the Olympic picture, but self proclaims themselves as the “Proud sponsor of Moms.”

In P&G’s world, dads flat-out don’t exist.

Don’t believe me?

Take a look at what a P&G VP said to USA Today: “Mom’s contributions to their kids’ lives are full of incredible sacrifices,” said Jodi Allen, Procter & Gamble vice president of North American marketing and brand operations. “We’re so moved by these moms and the way they help their children overcome obstacles to achieve their dreams. As athletes are named to Team USA, we celebrate the person that helped get each athlete there and who picked them up each time they fell — mom!”

Why can’t dads get equal love from P&G? What if dads orchestrated a boycott of their products? There’s a real boycott I’d love to see.

January 16, 2014 Image

What to expect, when you’re expecting consistency

I knew this guy once when I was younger named Keith. I wasn’t extremely close with him, but I knew of him. He was a good, predictable guy. You could count on him. He was respected and liked.

When he got older, though, he started to change. He did some things that altered the way I perceive him. In fact, I really didn’t respect him much, and preferred to distance myself from him.

That’s kind of the way how I look at Gerber now, you know, the company with the baby-faced logo. That old school face hasn’t changed for years, and that’s just the way I like it. It has a dependable, trustworthy look of yesteryear. I grew up on its food and products, and likely my parents did too. There’s a lot to like about that, and great comfort in it.

About twice a year I continue to receive a mailing from Gerber that’s targeted strictly to moms, which is fine. I greatly understand the need to market specifically to certain “targets” and I’m all for that, but I have yet to receive that same mailing with “dad” plastered all over it.

Let’s take a look at said direct mail piece:
– Envelope is pink/purple with flowers imprinted.
– Envelope reads, “See what Moms are saying about the Grow-Up Plan.”
– Letter and insert combined have four photos of mom-with-child.

The letter then tries to have it both ways and lure dads in with the line, “Caring parents like you…” and “That’s why thousands of parents trust Gerber Life…”

C’mon Keith…er, I mean, Gerber. I’d really have no problem with this piece altogether if you just: 1. Sent out one targeted to dads once in a while; 2. Didn’t make it so two-faced.

Dads help raise kids and make decisions about life insurance, too! You’re making dads feel like outsiders. You’re making dads feel like they don’t count. You’re distancing dads from your brand name.

I love my parents, so I love using those brands that they used. So, don’t go changing on me.

“Old school” works great with your logo, but not with the way you do your marketing.

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.