Outraged parents have launched a widespread threat to boycott the popular baby care brand Frida Baby, following the viral circulation of resurfaced advertising campaigns that feature explicit sexual language on social media platforms. Screenshots from the company's previous marketing efforts and product packaging have revealed a series of jokes laden with sexual innuendo, prompting fierce backlash from customers who deem the content disturbing and inappropriate for infant-related items.
Examples of Controversial Slogans
One particularly contentious post, reshared on X (formerly Twitter), displayed images of an infant three-in-one rectal thermometer accompanied by the caption: 'This is the closest your husband's gonna get to a threesome.' Another picture showcased an ear thermometer with the phrase 'how about a quickie?' printed on the side of its box. Additionally, instructions for a humidifier included the line 'I get turned on quickly,' while the packaging for a nasal aspirator product was emblazoned with the slogan: 'I'm a (power) sucker.'
Parental Outrage and Calls for Boycott
Furious customers have taken to social media to condemn the brand, with many pledging to cease purchases immediately. One mother expressed her dismay, writing, 'Using sexual slogans to sell baby products is disturbing,' while another user bluntly questioned, 'Hey so what the F**K is wrong with your marketing?' Further criticism included declarations such as, 'The branding is perverted. Do better. We will never purchase Frida again,' and 'Why on earth would you think it's okay to publish such horrific things as ads?'
Many parents labelled the marketing tactics as 'sick and twisted,' with one stating, 'Sexual jokes to market baby products is actually appalling and disgusting.' Calls for action have escalated, with some urging others to 'do your part in boycotting this company and reporting them on all social platforms,' arguing that such statements are deeply disturbing and warrant the brand's banishment from the market.
Defence from Some Parents
Conversely, a segment of parents has come to the brand's defence, questioning the validity of the outrage. One individual remarked, 'Wait really? We own Frida products and none of the packaging implies anything sexual. I never saw an ad before.' Others pointed out that the jokes were likely intended for adults, not children, with one fan explaining, 'They've always leveraged these slightly crass slogans that make people laugh. One of the thermometers they sell says "how about a quickie?" on the box, referring to it being a fast read digital thermometer.'
Another supporter suggested that the advertising copy was poorly conceived but aimed at humour for sleep-deprived new parents, stating, 'No one should be sexualizing babies, but this was most likely poorly thought up advertising copy trying to make sleep-deprived new parents laugh.' This division highlights the ongoing debate over the appropriateness of such marketing in the baby care industry.
Previous Controversial Product Launch
This is not the first time Frida Baby has stirred controversy. Last year, the company made headlines by announcing a unique flavour experience: breast milk-flavoured ice cream, described as 'due in nine months.' In collaboration with OddFellows Ice Cream Company, the product did not actually contain breast milk but was formulated with ingredients like milk, heavy cream, skim milk powder, egg yolks, sugar, honey, fruit juice, and liposomal bovine colostrum. This launch was strategically used to introduce their new 2-in-1 Manual Breast Pump, showcasing the brand's penchant for provocative marketing tactics.
The Daily Mail has reached out to Frida Baby for comment on the current backlash, but as of now, no official response has been issued. The resurfaced campaigns continue to fuel discussions on social media, with many parents reevaluating their loyalty to the brand amidst growing concerns over ethical marketing practices in the parenting sector.
