Massive congratulations to Chris Routly, a daddy blogger from Pennsylvania whose petition against Huggies' demeaning 'Dad Test' advertising campaign forced Kimberly-Clark (Huggies' multinational owners) into an embarrassing turnaround.
The original campaign was based on the idea that Huggies nappies could withstand the ultimate test - that of being put on and taken off by fathers...who are of course completely incompetent fools.
Yes folks, an idea this sexist, patronising and ridiculous got through whatever processes exist at this huge international company, and was deemed perfectly ok to unleash on the unsuspecting consumers of America.
Thanks to floods of complaints and Mr Routly's petition, the company decided to adapt its campaign. You can read about the whole sorry tale in the Washington Post and on Mr Routly's own blog, Daddy Doctrines.
You really couldn't make this stuff up, could you?
Yes folks, an idea this sexist, patronising and ridiculous got through whatever processes exist at this huge international company, and was deemed perfectly ok to unleash on the unsuspecting consumers of America.
Thanks to floods of complaints and Mr Routly's petition, the company decided to adapt its campaign. You can read about the whole sorry tale in the Washington Post and on Mr Routly's own blog, Daddy Doctrines.
You really couldn't make this stuff up, could you?
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