I’ve changed my site. Visit me at: http://selfmademom.net!  

Apparently Gerber is not alone in writing silly gender specific copy for their baby products.  Second in my series of companies who don’t know who their target audience is is Britax, maker of world-class baby car seats.  As my husband (yes, he gets involved in baby related tasks, shocker!) was installing our new Britax Decathalon (Onyx fabric) car seat, I walked out to check in on his progress.  It was then that of course, I read the outside of the car seat package (written in what had to be 80 pt. font) where Britax explains the benefits of their car seat (Safety! Fashion! Convenience!). But it was the “Convenience” category copy that really caught my eye. Here’s what it said:

“Moms around the world love Britax seats because they’re easy to install correctly (it took 30 minutes find the LATCH cords), and they have great features like one-hand adjustment (?) belt holders (??), built in lockoffs (??!!!??), belly pads (this one made me laugh) and more.”

For starters is the obvious- “MOMS” around the world love Britax? Britax, do dads not drive baby around? But second, and probably more important, is the notion that they actually believe that a mom reads and understands what a “lockoff” is and that is the main reason we bought the seat.  Copywriters: want to know the reason I bought this particular model seat? A few of my NMFs have it and love it.  It was all about the word of mouth.  I didn’t read the copy on the package (who has time?) to know that this was a good and safe seat. I talked to the most important marketer- another mom.
Lesson for Britax- maybe it’s time to find new copywriters.