Cautionary tale: don’t insult men like Huggies did

Author: CIMCOM

Huggies are a leading nappy brand. You’d think the Kimberly Clark marketers behind this brand would know better. But a few years ago, they posted an advert on their Facebook page that caused such outrage that it had to be pulled. Why was it so inflammatory? The creative concept was that Huggies were so good even dads could look after their babies using them.

The campaign, ‘Have Dads Put Huggies to the Test’, showed mums getting some well deserved me-time whilst dads took over parenting responsibilities for five days.

Clueless dads

Clearly, in order to craft their ‘joke’ poking fun at hapless dads, the folks at Kimberly Clark ignored the modern family dynamic, where many dads are heavily involved in bringing up their children.

Take a look at the ad execution.

Consumers in the USA, where the ad was aired on TV, were not amused by the use of this old male stereotype. The ad picked up criticism on social media and a petition was launched to end it under the apt heading: We’re Dads, Huggies. Not Dummies.

In a statement to ABC news Kimberly Clark said: 'We recognise our intended message did not come through and that we need to do a better job communicating the campaign’s overall message.”

Stereotypes are out of step

Even back in 2005 four out of five men felt that media portrayals of them weren’t accurate, according to research from Leo Burnett.  And in 2014, while three quarters of men say they take responsibility for their child’s emotional wellbeing only 20% see that nurturing role reflected in the way the media portrays men (Dove Men+Care Dad Portrayal Research 2014).

Women too, don’t recognise themselves in media advertising. In partnership with Mumsnet, research by Saatchi and Saatchi in 2014 found that only one in five women had ever identified with a woman in an ad.

KFC does a Huggies?

Why is it that so many advertisers portray men as stupid or weak?

Here’s another example from KFC. Dad is made to look a fool to advertise their bargain bucket.

Watch the video: KFC Bargain Box UK Advert - Jan 2014

But is this offensive? Or does the dry humour keep it on the right side of the line?

In contrast – Dove celebrates Dads

Now this advertising recognises the parenting role of fathers. No idiots here.

Calls for Dad – Dove – Commercial Ad