As dads continue to strive for equality in parenting, modern day media persists in poking fun at the so-called incompetency of bumbling fathers. We’re not talking about 1983’s “Mr. Mom,” but far more recent works.
You may recall that in 2012, Huggies started a marketing campaign titled, “Have Dad Put Huggies To The Test.” The series of ads portrayed dads as inattentive caregivers, and thus, propagated old-fashioned stereotypes. Huggies received a heavy dose of backlash from dads, who shared their disappointment over the ads.
The marketers at its parent company, Kimberly-Clark, were forced to embark on some serious damage control after one father started a “We’re dads, Huggies. Not dummies” petition that garnered more than 1,000 signatures in less than a week. Social media fervor grew – Huggies learned a quick lesson the hard way and swiftly pulled the ads.
Despite all the profuse and warranted apologizing that followed, Huggies didn’t seem to learn from its unfortunate experience. To this day, its website still contains maintains a “Mommy Answers” page with no comparable dad counterpart. Huggies print ads also continue to speak only to mom by name, and there’s gender biased language?on its site throughout.
Yet, one of its worst jabs is even more recent – which harkens to its “dad test” campaign – and you can find it live at huggies.com.
There you’ll find an article offering the unabashed advice, “4 Ways to Get Dad to Perform Diapers.”
It’s almost unthinkable to believe a headline like this could exist anywhere, but it does. Imagine seeing a story titled, “4 Ways to Get Dads to Cook,” if you’re looking for a comparable headline that would too cause an uproar.
Like so many other “parent/baby” companies, Huggies will claim to speak to both moms and dads. Huggies has even taken steps to sponsor the At-Home Dads Convention, donate diapers to the National Fatherhood Conference, and has an ongoing relationship with the City Dads Group – all noble and noteworthy causes.
Between Huggies’ generous donations and disparaging story – it creates a strong disconnect we can’t ignore.
Huggies’ lack to change its marketing strategy towards dads and genuinely embrace them as valuable shoppers is an example of how respect for dads seems to continue to take a massive backseat to the unwarranted stigma about dads.
Gender equality can never be achieved without dropping the sly innuendo that degrades and belittles the institution of fatherhood.
Right about now, dads could use a hug. What do you say, Huggies?