Huggies Have “Come A Long Way, Baby” in Depicting Fathers

In one year, Huggies’ advertising went from depicting dads as incompetent boobs to depicting them as capable involved parents. Here’s a brief analysis of how and why they made the change.

What a difference a year makes!

That was then:

ABC News' coverage of Huggies March 2012 ads that depicted dads as "hapless and hopeless in caring for their babies"
ABC News’ coverage of Huggies’ March 2012 ads that depicted dads as “hapless and hopeless in caring for their babies” (click on the picture to watch the piece)

Way back in the Stone Age of March 2012, Huggies ran some ads to show that their diapers could stand up to the “toughest test”- incompetent bumbling dads who don’t know the first thing about caring for kids or changing diapers- after all, they are too busy watching sports and being dumb to be competent. They also built a facebook campaign around getting women to test out Huggies with their incompetent husbands for 5 days and share their stories.

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Put Down the Smartphone During Parenting Time!

Smartphones- Time Suck to Avoid #3 (or, I’m Going To Texting From DisneyLand!!!)

While checking work emails on my phone, I almost missed out on this!
While checking work emails on my phone, I almost missed out on this!

My family and I flew down to Disney World the first week of January. We’re a Disney family and love being in the happiest place on Earth.

The first week in January is a very slow work time for me- it is just after the holidays and still two weeks from the beginning of the spring semester. I am filling in for our department chair this semester (she’s on a well-deserved sabbatical) so I did have things to get done, but there was nothing super-pressing for me to finish until I got back from Florida and back on campus.

However, while waiting in lines with Amy and Nick, I found myself checking for work emails on my ancient Blackberry (seriously, I think I’m the last Blackberry customer still out there- 2% market share of new phone sales!!!). Well, that’s not so bad, I’m just waiting in line.

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