Clorox Offends Dads



Dads don’t like to be compared to dogs. That was one mistake made in a Clorox campaign about new dads:


“Saying ‘No-no’ is not just for baby. Like dogs or other house pets, new dads are filled with good intentions but lacking the judgment and fine motor skills to execute well

Among the “6 mistakes new dads make” are putting a baby’s clothes on backwards and taking the baby out for a walk in “a cold, brisk, rain-soaked stroller.”


After the predictable backlash on social media, Clorox spokesperson Rita Gorenbe explained the post as “a piece of web content written by a freelance humor writer who helps us on a number of projects. … We have enormous respect for parents, moms and dads, as they make their way through the early years of parenting. We’re in new territory with today’s modern families and changing family roles and we appreciate all feedback to help us get it right.”


The company also posted this message on Facebook, which, so far, received 221 likes and 203 comments.


•How do you assess the blog post: funny, insulting, or something else?

•How to you assess the company’s response? Compare the spokesperson’s statement and the Facebook post. How are they similar and different, and what could explain the discrepancies?



message on fb( as you may have seen we recently removed a website article ” New Dads” that was a part of a serial of humor pieces of modern parenting. It was never our intention to diminish the important role of dads. The dad who wrote the piece for us actually was trying to poke fun at the caricature of the helpless dad. To some of you it didnt come across that way and we apologize. We’v been talking with many of you throughout and appreciate the feedback)






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