As you may have caught on Facebook lately, Huggies is in hot water with Dads.

The issue: the Kimberly-Clark diaper brand's male-targeted social marketing campaign featuring real dads and real babies, which aimed for the funny bone but landed in the solar plexus. "To prove that Huggies diapers and wipes can handle anything, we put them to the toughest test imaginable – Dads," intoned a female voice-over in the videos ("Dad Test" and "Easy Chair").

Befuddled dads may have seemed like a cute way to make their point, but it (inevitably) irked parents. Consider that dads are increasingly stay-at-home caregivers, one out of three according to the US Census, it was no surprise that many of them took umbrage and took to social media to be heard.Continue reading...

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