RebelDad

Huggies Proves You *Can* Sell Diapers with Dads

Posted on 13. May, 2010 by Brian Reid in advertising, diapers, gender equity, television

I’ll admit it: I get perverse joy in needling Proctor & Gamble for their one-size-fits-all Mother’s Day message last week and their dad-on-the-couch coupon mailer earlier this week. But the comeback I get when I raise this issue in mixed company is standard: Pampers markets to mom because that’s who buys diapers in the real world. And while dads might be making strides, it’s still pretty good business to stay mom-centric. And it’s not like P&G are a bunch of consumer product know-nothings. You know what Pampers sales were in 2009? Go ahead, guess.

$8 billion. That’s billion, with a “B.” Remember Avatar’s ungodly growth? Pampers makes nearly three times as much. Every year. So I have sympathy for the “good-business” argument.

Here’s the problem: the fine folks at Kimberly-Clark, which makes Huggies, also know a thing or two about selling billions worth of diapers. And they’ve had no trouble at all making ads with dads. In fact, Huggies may be doing the best dad-focused advertising out there. Take a look:

So if Huggies can do it, why not Pampers. Just sayin’. (And, tweeps, stay strong in your #pampersboycott.)

Update: Just realized that Dad Camp had me beat here by a couple of months. So a belated hat tip to them! Great minds, etc.)