‘Twas the night before marketing to dads


‘Twas the night before marketing to dads,
When all through the house,
Dad was excluded,
By an iconic brand mouse.

It’s hard to know why,
A travel program is named,
Disney Moms and not “Parents,”
Dads should be treated the same.

But they’re not all around.
Dads are left out of the talk.
Take a look at some ads,
It’s all quite a shock.

In the blink of an eye,
And a twist of your head,
Soon will give you to know,
You have plenty to dread.

“Choosy Moms Choose Jif,”
Peanut butter will say,
That’s only the beginning of,
The dad-parent downplay.

Formula, diapers,
Medicine, more.
Dad’s always left out,
By marketing lore.

Look at formula ads,
We’re talking bottles, not breastfeeding.
Dad’s a perfect consumer,
Why isn’t Similac heeding?

You’d also think Boppy,
Would market to men.
It’s a pillow for propping,
Read its history again.

And mmm, Texas Toast.
It’s a garlicky love-in,
Yet notice the ad,
Dad can’t handle an oven?

When a child is sick,
Dad will manage the fever.
But Exergen thinks,
He’s an underachiever.

Even medicine makers,
Insist dad can’t administer.
Mom wouldn’t be happy,
If Dr. Cocoa dismissed her.

Diapers are often a point,
Of daddy exclusion.
It’s hard to know why,
It’s such a confusion.

Oh, Huggies! Not Pampers!
Luvs, too. Earth’s Best?
Dad deserves better,
This must be addressed.

We’ll admit some have changed,
Like Amazon and Kix,
But there’s still work to do.
It doesn’t take tricks.

So just when you think,
One parent is in charge.
Think again! Think equally!
Dads are parents – supercharged!

Consider how you treat them,
Don’t drive dad out of sight,
Don’t leave him left out,
And you’ll have a good night.


Burned by Texas Toast

“Do you realize that toilet paper has not changed in my lifetime? It’s just paper on a cardboard roll, that’s it. And in ten thousand years, it will still be exactly the same because really, what else can they do?”

– George Costanza on Seinfeld

Later in this same episode, George’s friends Jerry and Elaine point out that toilet paper has become softer, there’s more sheets per roll and it comes in a variety of colors. Nevertheless, George is ultimately right. Despite some minor tweaks, there’s really not much that can be done with toilet paper; the basic concept has remained the same.

A magazine ad, however, has no limitation when it comes to creativity and reinventing itself. The beginning canvas of an advertisement starts as blank as Puddy’s mind, and the advertising agency has complete control to design and say whatever it pleases.

Why then, have we not advanced further when it comes to the way retailers sell their products?

Take, for instance, the two ads featured in this entry. The tie ad might have been socially acceptable at one time, but it is taboo now. If used texastoast vanheusentoday Van Heusen would surely get some icy stares from the media, public, and anyone with a pulse. That ad today might even be deemed illegal.

But what about Texas Toast’s humdinger? Just a harmless ad with cute girls giving thanks to mom for the delicious Texas Toast on their plates?

Hardly. The ad perpetuates the same stereotype existing at the time of the Van Heusen ad, that moms are the ones who take care of their kids. Why isn’t it taboo?

It’s because ad execs are still trapped in a bygone era where market research tells them moms buys the Texas Toast, not dads. Even if that were true, why slight dads and propagate the stereotype?

The NFL has only four black head coaches out of 32 teams, but does that mean blacks can’t coach? Of course not! And in other news, dads have reportedly been seen at grocery stores from time to time.

We here at dadmarketing think Texas Toast needs to revise their ads in the future, or we’ll tear them out of the magazine, and promptly put them in the same place we do toilet paper.