The diaper company changed its “Have Dad Put Huggies To The Test” campaign after the controversial commercials depicting dads as inattentive caregivers sparked outrage — among dads.
Last week, Huggies posted several videos to their Facebook page as a part of a campaign “to demonstrate the performance of our Huggies diapers and baby wipes in real life situations.”
The commercials showed dads so consumed by sports on TV that they neglected to tend to the full diapers on their babies.
In the ads, a voice-over explains that the company put the diapers to the test “to prove that Huggies diapers and wipes can handle anything.”
But some dads saw things differently. ”Dads were being put to the test, not the diapers,” said Chris Routly, a full-time stay-at-home father from Lehigh Valley, Pennsylvania. “I was disappointed; they tried to do right by dads, but played up the stereotype while claiming to celebrate fatherhood.”
Routly, the father of two sons, ages 1 and 3, decided to express his disappointment with Kimberly-Clark, maker of Huggies, on his blog, “The Daddy Doctrines.”