Bad Dadvertising: Triaminic
In an age where fathers are more involved than ever at home and in internet conversations, you’ve got to wonder how any brand still consciously ignores dads. That’s just what Triaminic has done, not only in their latest commercial, but also on their website.
Check out the offending ad and website material after the jump.
First, we’ll mention that Triaminic is a brand belonging to Novartis. I don’t know why that’s important, but just in case you’re quizzed later, remember the name.
Second, watch Triaminic’s latest commercial:
Actually, not too bad of a spot – it’s got humor and it’s quick and simple. Then at the end of the commercial, you’re hit with Triaminic’s slogan, “The Brand Moms TRUST”:
The viewer’s not even sure if the long-underwear-clad man in the commercial is supposed to be the child’s father or not. I’d assume not, since he’s not seen at the end of the commercial reclining on the couch with the victorious mother. This of course, means that the family’s dog got more lines in the commercial than the maybe-dad. Really? The dog? Thanks, Triaminic.
Also, dads: don’t even think about trying Children’s Triaminic Thin Strips (Trademarked! Reserved! Copyright! Rofl!) – the literature on the page is also mom-exclusive. “You just know how to translate that special ‘Mom’ call from your child that means ‘I don’t feel so good’,” says the product page. Single fathers and dual-father households, of course, are left baffled by these calls for “mom.” What do you do? What does it mean? What could it mean? If only there was a mother here to translate the calls!
8BitDad Pro Tip: If you want to know just how much mothers are mentioned on Triaminic’s site, use this crafty Google search (without quotes) “site:triaminic.com mom“. Google‘s answer? “About 24.” Google estimates that triaminic.com mentions “dad” only five times. The worst part is that four of the five dad-mentions are in parentheses – as if fathers are the afterthought to be included only because there’s extra room on the boat.
The only positive and inclusive mention of dads on Triaminic’s site is on their “Why Trust Triaminic” page, saying only that it’s the brand that “Moms and Dads have trusted for over 50 years.” Ho hum.
Fathers: if you are unaffected by Triaminic’s cold shoulder and would like to know how to use Triaminic for your families, please have your wife read the “Tips for Moms” section. 8BitDad recently hired a mother to print the section out and dictate it to us to make sure that all of the tips, courtesy of Pediatrician Jennifer Trachtenberg, MD, were absolutely mother-necessary. Here are our notes we took during dictation:
- “Treating your child’s fever.” Trachtenberg suggests things like giving your child “fever-reducing medication to temporarily reduce the fever.” Also, stuff like making sure they get plenty of rest and fluids – and to avoid contact with others.
- Verdict? Dads unable to perform task due to ineptitude.
- “Know the active ingredients.” The good doctor suggests that “knowing what’s in your child’s medicine will help you determine if it’s the right course of treatment to help ensure your child is on the road to recovery.”
- Verdict? Dads unable to perform task due to widespread father-related illiteracy.
- “Consider a little TLC.” Trachtenberg says you should “sit with your sick child in a comfortable, quiet place, like the living room couch, put a cool compress on her head and gently rub her temples until the pain subsides.” Also, “sometimes children are just craving some ‘me’ time from mom or dad.”
- Verdict? Success! Dad allowed to give “me time,” provided mom tells him to do so.
- “Reliable treatment options.” Trachtenberg advises that “there will be times when the pain or fever needs to be treated with a reliable medication,” and fortunately, Triaminic has another product you’re able to buy.
- Verdict? Dads unable to purchase additional Triaminic-brand medication due to gender restriction.
- “Dispose of recalled meds safely.” Our favorite doc says to “take the liquid out of the original container and mix it with coffee grounds or kitty litter so it is less appealing to children and pets.”
- Verdict? Dads unable to perform complicated multiple-step tasks.
Thank to you 8BitDad’s hired mother, who was able to read the “Tips for Moms” section. It was all a garbled mess without a mom’s eyes.
So – bad move, Triaminic. My suggestion is: FATHERS! DO NOT BUY TRIAMINIC! If the company is so proud of saying that “moms know they can trust Triaminic” (Trademarked! Reserved! Copyright! Rofl!), then first and foremost, this product is not for all those fathers who spend nights up with sick kids, or stay at home with their children while mom’s out working. This product isn’t for households with two fathers, and it’s not for households where parents are divorced and kids spend equal time with both parents.
Triaminic is also letting moms know that their place is in the home. Since it’s mom’s job to do the caregiving and take care of the kids, and since fathers aren’t mentioned, it should be assumed that Triaminic thinks moms should not have a career – they should be the home-bound, sole caregivers of children. Remember that in supporting fathers at home, companies support women at work. So my suggestion is: MOTHERS! DO NOT BUY TRIAMINIC! They’re so proud to say that you trust them, and they have betrayed your trust by not trusting the fathers of your children.
Triaminic has no Twitter account. So, short of harassing Novartis on Twitter or writing a letter to Santa, the best course of action is to hit ’em in the wallet. Let’s let Novartis and Triaminic know that in ignoring fathers, they ignore parents. There are plenty of over-the-counter brands of the products that Triaminic makes, so let’s buy those instead.
Coincidentally, Triaminic should know they’re using an antiquated gender model when even Vick’s, a brand that’s been around since the 1890’s, recognized the value in representing fathers in the home and started a new advertising campaign built around them.