For those of you who have children: when you talk about your kids to others, do you refer to them as “my kids” or “our kids”?
It’s a major difference, and that distinction of one word says a lot. The former connotes a more possessive or singular approach, whereas the latter sends a signal of togetherness and unity. If you use the “my” term, it may seem harmless and might be completely unintentional, but it conveys a certain message – like it or not – to others and to your partner.
Take a look at Noodle & Boo, makers of luxurious baby and pregnancy skin care. The product is found at high-end retailers, coveted by Hollywood stars, and it generally adheres to an impressive and upstanding company mission statement while supporting several charitable causes.
Now check out its latest ad, where it mentions “Only the best will do for her baby,” and the “first 100 mamas to follow @noodleandboollc and tag #mamaprofile with your favorite photo of you and baby…”
Isn’t the baby his, too?
Don’t dads use social media?
We can’t deny that some products and ads are marketed toward a certain gender, especially pregnancy skin care. However, this ad was printed in a parents magazine. And this particular product line it’s selling in this ad – it’s for babies. That child is to be raised by parents, which includes dads. No marketing piece should ever exclude dads and make them to be the lesser parent, as if they don’t matter. Using the word “parent” instead of “mama” won’t make or break the business model, and it won’t make a female look away in disgust.
But it will make a dad feel included, feel like he matters to a company, and will make him take notice.
Believe us when we say dads notice. Take a look on social media to find all the dads fully engaged in marketing messages and how they’re portrayed by retailers. Old Navy, Huggies, Jif, Amazon – these are just a few of the companies that have been singled out by dads through viral campaigns to get them to change their ways.
It’s disappointing to see the exclusion in word choice and via advertisement photos, but that practice continues at its website, where a dad is nearly non-existent – save for a few celebrity dads it uses to sell its line of products.
When it comes to parenting, let’s hope Noodle & Boo acknowledges all the dads out there, because with Noodle & Boo, only the best will do, and dads count too.