Nobody Puts Daddy in the Corner

Just read RebelDad’s post on putting Dad in the background on a recent Pamper’s Direct Mail Piece.

 I turned over the envelop to see the cover image. It shows a happy family. Two kids on the floor, coloring. One kid is joyfully sitting atop mom, who is prone, smiling at the other kid. And dad?  Dad is in the background, out of focus, on the couch.  Which — given P&G’s track record — is exactly where the company evidently believes dad is, most of the time.

I have to agree with Brian Reid. We’ve said for a while now that P&G is a Whole Truth Brand, especially with their Mom Sponsorship campaign. But this feels like Pampers may have went overboard on the Martyrdom Truth – We know that Moms generally take on more of the responsibilities, so excluding Dads from the Thanks campaign doesn’t bother me. But showing him watching from afar feels like the brand is disconnected from the family and knowing Moms, she wants to be as inclusive as possible!   I say put Dad on the floor and make everyone feel good!

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