As a national voice for the non-alcoholic beverage industry, the American Beverage Association (ABA) sure doesn’t seem to represent the national voice.
Founded in 1919, this trade organization includes producers and bottlers of soft drinks, bottled water and other non-alcoholic beverages. Unless you’re a sports history fan, you may not recognize the ABA acronym, but you know some of the drinks it represents: Pepsi, Coca-Cola, Dr. Pepper.
These major brands appear in a commercial together – that’s right, together – to help tout how the ABA is offering more drinks with less sugar and smaller portions.
Only a message as important as this could help competing brands join forces for a greater cause. That greater cause, of course, is selling more drinks. However, that’s still a tough sell for soda makers who regularly come under fire for contributing to America’s obesity and overall health problems — items of concern to parents everywhere.
So who does the ABA enlist as a voice of reason in its ad?
Not both parents, who in today’s modern world share influence over their kids’ nutrition. Instead, they tout only mom as the one who watches everyone’s diet. That national voice should include dads if that’s indeed what the ABA represents.
Instead, the 30-second ad remains stuck in time and saddled by old-fashioned stereotypes that undermine fathers as equal, competent parents while the narrator explains:
“Everyone’s gotta listen to mom when it comes to reducing the sugar in your family’s diet…because we know mom wants what’s best.”
The ABA’s work is important, and their message is vital to winning back customers for its members. But ignoring the contribution of dads to families is an unfortunate oversight for these major drink manufacturers and its lobbying group. Again, dads are very much part of the national voice.
There’s simply no reason to suggest that dads aren’t involved in raising children and taking care of families. Besides, it offers an incredible disservice to mom by heaping all of this responsibility on her shoulders while indirectly implying that a mom’s place is in the kitchen.
Its leadership owes parents a swift apology. Modern families want new choices when it comes to drinks, accompanied by equally progressive ads they represent. They also want to be treated like valued customers. To be sure, the topic affects both parents, not just moms.
A change in approach for these beverages will signal a refreshing, new era that appeals to everyone — and everyone certainly includes fathers.