Et Tu, Huggies? The Dirty Diaper Caper Continues ...

After writing up a glowing review of how Huggies embraced the culture of dads and decided to scrap a really stupid ad that made dads look like morons who can’t even change a diaper, I learned something … interesting.

Huggies still doesn’t care about dads.

It cares about what dads might say to moms and it really doesn’t want to piss them off.

So that’s why it’s pulling the ad: not for dads, for moms.

I suppose that shouldn’t be a surprise, considering moms do most of the American household shopping. But still, it stings. I thought we had an understanding, Huggies?

After yesterday’s story, Andy over at Beta Dad called my attention to a story by Lisa Belkin in the Huffington Post yesterday (by the way, if you’re ever at a conference and people are lounging in the hallways instead of heading to the panel sessions, you really, really want Lisa Belkin on your side as a kick-ass people motivator; she can do everything) in which a Huggies rep spells out the reason for the ad removal.

From Belkin’s interview with Aric Melzi, brand director at Huggies:

Why all this effort, I asked him. After all, by the company’s measure, men really don’t buy all that many diapers. Is it because they are an untapped potential market? Because they are newly vocal and empowered? Because the reality of this new media age is that you have to respond to every fire with conviction?

Not really, Melzl said. Huggies is reponding to unhappy men, because those men have the ear of women. “All of this,” the initial campaign, the full-on response, is targeted at moms,” he said. “I don’t want there to be any question about who we we’re going after.”


You can read the rest of Belkin’s piece here. Or you can read an entire Yahoo Answers thread here about why Huggies diapers suck. Maybe they should have gone after dads ….

Mike Adamick

Photo: Good Men Project

Article Posted 4 years Ago
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