Pampers Markets Diapers to Dad

Men are reportedly changing more diapers, but are they buying them? Pampers, which has begun marketing to dads, is hoping the answer is “yes.”

According to The New York Times, the diaper company has begun to sponsor events for dads. Earlier this month, Pampers hosted a “Daddy Play Date” in Manhattan featuring celebrity dads like singer Joel Madden and actor Gilles Marini. Per the invitation, the idea behind the the carnival-themed event was to pay “homage to dads on diaper duty.”

Pampers’ Facebook page recently introduced a feature which asks dads to share parenting stories. In return, dads will become eligible for daily drawings of $250 diaper giveaways through June.

Why all the fuss over dads? “The role of dads is expanding and we salute that and we want to make dads a bigger part of the brand,” Bryan McCleary, a Pampers spokesman, told The New York Times. “Dads are playing an increasingly large role in parenting and diapering.”

Just how much time dads are spending changing diapers is open to interpretation. Men’s perceptions of how many diapers they changed varies from women’s.

In a recent survey of parents by Pampers, 69 percent of men responded that they changed diapers as often their wives, while 11 percent said they did so even more often. Interestingly, only 31 percent of mothers said fathers split diaper duties equally, and just 4 percent said fathers did more.

Regardless, there’s no arguing with the fact that men are becoming increasingly involved in all aspects of parenting — including diaper-changing.

At least one dad thinks it’s time that diaper companies acknowledge dads. 

Brian Reid has slammed Pampers in the past for addressing direct mail to moms. “Let’s get one thing straight: not every person on your diaper-coupon mailing list is a mother,” Mr. Reid wrote on his blog Rebel Dad in May. “Dads buy lots of diapers…A lot of the dads I know appreciate it when huge consumer-product giants at least suggest that maybe mom doesn’t do all of the heavy lifting.”

Reid was thrilled when he recently received a form e-mail from Pampers that finally got his gender right. Pampers doesn’t plan on advertising on ESPN anytime soon, but it’s a step in the right direction.

Does dad buy diapers at your house? More importantly, does he change them?


Article Posted 6 years Ago
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