In all my years of working with consumer brands, researching
families, and consulting on consumerism and branding, the focus has invariably
been on Mums. In marketing circles Mum is
seen as the primary carer, shopper and therefore target. But are we missing a trick as a recent
article in Marketing magazine suggested http://tinyurl.com/bsq95ea?
From alpha to modern to family, Dads’ image and arguably
expectation has shifted, but does today’s marketing reflect that.
Clearly some brands – such as Kingsmill and Oreo - have
singled out Dad as the important influencer that he is, though whether they are
effectively engaging with him in a meaningful way in marketing terms is the big
question.
Take the VW Polo ad that has over a million views on You
Tube alone. It’s a hybrid, of the classic VW safety message,
subtle imagery, and appropriately emotive but not emotional sentiment. It not only makes Dads smile, it makes Mums
smile too. Win win eh?
Like the now old McDonald’s ad, with father and daughter chatting
over a burger over the years. This ad shows
the different conversations between the two of them as the daughter grows up, in
a naturally wry but also soft way. It
endears without being cloying.
You see if marketers want to speak to Dads, and it is indeed
worth their while as borne out by family statistics and consumerist research,
then the line they need to walk is to be relevant, but not stereotypical. The marketing should be honest about the beauty
and banes of fatherhood – in much the same way as it usually is about
motherhood. No parent gets it right all
the time. But no parent wants to feel
ridiculed for getting it wrong some of the time.
Yes Dads do funny things.
And they embarrass their kids all the time. But the communication needs to be about
laughing with Dads, not at them.
And as any Dad will tell you – there’s a big difference!
