P&G –> WAKE UP

Category: Social Media Social Good Series

P&G advertising to moms

I’m sure you’ve all seen the P&G (Procter & Gamble) commercials in the Winter Olympics on NBC. “Proud Sponsor of Moms” with all these touching stories from Olympians telling how their moms were so wonderful and supportive. How lovely. I’m sure their dads had nothing to do with their support and those images of dads cheering at the Olympics are just a rare exception.

NOT. It may be a surprise to P&G but dads are half the equation. Moms wouldn’t be moms without dads. And, these days dads are more and more involved in their kid’s lives. The playing field may not be level but for P&G to perpetuate this stereotype of sacrificing-martyr-moms with so little mention of dads is just bad form and foolish advertising. Perhaps they should wash their commercials in some Tide?

Since I’ve been writing about being a dad I’ve witnessed a wonderful turn-around in all media towards the portrayal of dads. Many big companies GET IT and have included dads in their marketing, recognizing that dads and men, for that matter, spend money too. We also do the wash and shop at Target, Walmart, and use lots of P&G products. Even Hollywood occasionally portrays dads in a positive light now and then.

Those companies that are inclusive of dads are truly being smart. They get the moms anyway and they don’t alienate the dads.

A Dad's Point-of-View Facebook Page

My own social media life is prime evidence of how reaching men always reaches women. My “A Dad’s Point-of-View” Facebook Page has over 5,000 “likes.” I do NO marketing to moms or women but nearly half of those likes are women. #DadChat is the biggest parent-centric tweet chat on twitter. Last year we got nearly two billion impressions (yes, that’s a ‘b’) and many Thursday evenings, half or MORE of our participants are women.

So P&G, why don’t you get smart? Include the dads and you’ll keep the moms. Continue highlighting the moms and you lose us dads.

  • Mei

    Who can deny’s dad’s role?! They just have to drop by #dadchat :))

    • http://www.brucesallan.com Bruce Sallan

      Sadly @disqus_mAYzV8PM6A:disqus – some companies LIKE @ProcterGamble still perpetuate the old stereotypes…they give a TINY nod to dads but that’s about it!

    • http://www.brucesallan.com Bruce Sallan

      Sadly @disqus_mAYzV8PM6A:disqus – some companies like @ProcterGamble still perpetuate these dated stereotypes giving an occasional “nod” to the dads but pandering to the moms!

    • http://www.brucesallan.com Bruce Sallan

      Sadly @Mei:disqus – some companies like @ProcterGamble still perpetuate these dated stereotypes giving an occasional “nod” to the dads but pandering to the moms!

  • bigguysmama

    You know, thinking about the games, there was a LOT of talk about the moms who were there. I TOTALLY get your POV and agree that companies that have traditionally targeted moms are going to have to step up their game and realized that dads are a HUGE factor in the lives of their families much more than they used to be. There was even a spot on one of the grandmas over there. I don’t recall, although I didn’t see much, of dads or grandpas being interviewed or talked about. Still a sad state of affairs, but I have to believe they’ll get there some day!

    • http://www.brucesallan.com Bruce Sallan

      Thx @bigguysmama:disqus – the funny thing is that I’ve spoken with a lot of moms who also thought these commercials were odd…

  • David Weber

    The last Olympics was the first time I saw this P&G campaign. I was floored by its dumbness and wrote a letter to P&G to that effect. I guess not enough people expressed any discomfort with the dadlessness of the campaign. I could live with it if P&G’s basic discourse in the campaign was something along the lines of, “Moms and dads are behind their kids who become Olympians. Some of these kids have only a mom or only a dad. Today, we want to salute the moms … on another day, we’ll be saluting the dads.”

    • http://www.brucesallan.com Bruce Sallan

      EXACTLY, David…I’m surprised there wasn’t/isn’t more of an uproar/outrage over this!