For something as new as Jesben Slow Cooker Sauce, and for someone as young as its founder, its slogan is about as archaic and dated as it gets.
Doing its best Jif impersonation, Jesben advances an old-fashioned stereotype while demeaning not just dads, but moms too, as it implies the well-worn “moms cook, dads don’t” mantra we hear from tired products who often find it hard to innovate, giving the perception of an old-fashioned product.
Ironically, that should be the opposite of Jesben.
Although we haven’t tried its sauce, we like the entire concept, its packaging and logo, and overall looks like a winner. Its primary slogan, Elevating & Simplifying The Art of Slow Cooking, is a much stronger description for a product that should want to be seen as pioneering. After all, slow cookers aren’t the simplest and quickest meals to make (nor clean up), yet the terms elevating and simplifying are the kind of words that make us want to give it a try.
And we get the fact that we’re all busy, but why put dads in parentheses, making them out to be the lesser cook, the secondary go-to-source for family meals?
Why not replace the “Moms (& Dads)” with the bolder and more succinct “Parents”? Better yet, how about eliminate the entire slogan entirely and stick with the much finer “Elevating” saying as the primary wordmark?
With an outdated slogan like the one on the front page of its website, we were fully expecting to see an FAQ with something degrading like, “Is it easy enough for dads to use?”
Jesben’s product is young, and it has a bright future.
Consider every customer, Jesben, and dads will consider you.