Now that the Huggies controversy is behind us, it's important for everyone to learn from this whole affair. There are two major lessons. But first--
A quick reminder: Huggies put out a video that made it seem like their diapers were so good, even dads could use them. It was dumb and offensive, everyone agreed. However, while some people were offended more, seeing the commercial as an example of brands disregarding dads and being stuck in an old parenting paradigm, others (well, me) saw this is an accidental offense we should note, try to change, and then move on.
Now for the lessons.
1. The bloggers who complained about Huggies and about its parent company, Kimberly-Clark, were approached by Kimberly-Clark's top management. The heads of Kimberly-Clark flew down to a blogging conference to speak to offended dads. Other dads were approached by phone to participate in round-table conversations with the heads of the company, chatting about the direction in which Kimberly-Clark brands would target their marketing. I know the company (and its PR company) knew about my own pro-Huggies post, because I checked my visitors' stats and saw them visiting hour after hour, day after day, methodically reading the blog/Facebook comments. However, I received no call. My input wasn't necessary. I wasn't a social media problem, so I didn't need to be appeased by round-table conference calls.
So what's the lesson? Never be pro-anything! Always criticize. You think the Internet has gone too far lashing out against a company? Well, be your own devil's advocate and think, "Sure, I can come to the defense of the company, but what's in it for me? On the other hand, I can criticize the company and threaten to add to the social media firestorm, and be treated like a celebrity!"
2. While the first lesson aims to illustrate the possibility that the Huggies outreach to bloggers had been a hypocritical attempt to put a fire out rather than a good faith effort to do right by dads, the second lesson, as illustrated by the picture below, is much more interesting.
A little after my pro-Huggies post came out, while checking StatCounter on my phone to see just how many times Kimberly-Clark and its PR company were visiting my blog, I noticed something amazing:
There's a place called Kill Devil Hills!
Wikipedia, give me your best citation-free name-origin:
Name origin
And the official photo on the town's official website includes a date-stamp, which is a nice touch!
And by the way, if anyone still thinks Huggies is now motivated to treat dads as equals, check their latest addition to Facebook. (And of course I had to leave a smart-ass comment, didn't I... After all, I've learned my lesson!)
A quick reminder: Huggies put out a video that made it seem like their diapers were so good, even dads could use them. It was dumb and offensive, everyone agreed. However, while some people were offended more, seeing the commercial as an example of brands disregarding dads and being stuck in an old parenting paradigm, others (well, me) saw this is an accidental offense we should note, try to change, and then move on.
Now for the lessons.
1. The bloggers who complained about Huggies and about its parent company, Kimberly-Clark, were approached by Kimberly-Clark's top management. The heads of Kimberly-Clark flew down to a blogging conference to speak to offended dads. Other dads were approached by phone to participate in round-table conversations with the heads of the company, chatting about the direction in which Kimberly-Clark brands would target their marketing. I know the company (and its PR company) knew about my own pro-Huggies post, because I checked my visitors' stats and saw them visiting hour after hour, day after day, methodically reading the blog/Facebook comments. However, I received no call. My input wasn't necessary. I wasn't a social media problem, so I didn't need to be appeased by round-table conference calls.
So what's the lesson? Never be pro-anything! Always criticize. You think the Internet has gone too far lashing out against a company? Well, be your own devil's advocate and think, "Sure, I can come to the defense of the company, but what's in it for me? On the other hand, I can criticize the company and threaten to add to the social media firestorm, and be treated like a celebrity!"
2. While the first lesson aims to illustrate the possibility that the Huggies outreach to bloggers had been a hypocritical attempt to put a fire out rather than a good faith effort to do right by dads, the second lesson, as illustrated by the picture below, is much more interesting.
A little after my pro-Huggies post came out, while checking StatCounter on my phone to see just how many times Kimberly-Clark and its PR company were visiting my blog, I noticed something amazing:
There's a place called Kill Devil Hills!
Wikipedia, give me your best citation-free name-origin:
Name origin
The name Kill Devil Hills dates back to the Colonial era. Shipwrecks were common at the time, and many of the ships were transporting barrels of rum. When a ship foundered, local wreckers would scavenge what they could of the ship's cargo before it sank, hiding their pilfered rum behind, and sometimes in, the same large sand dunes where the Wright Brothers would later perform glider tests, before flying their first plane from level ground nearby. Since rum was called "Kill Devil" by the English at the time the dunes became known as "Kill Devil Hills."[citation needed]
And the official photo on the town's official website includes a date-stamp, which is a nice touch!
And by the way, if anyone still thinks Huggies is now motivated to treat dads as equals, check their latest addition to Facebook. (And of course I had to leave a smart-ass comment, didn't I... After all, I've learned my lesson!)