"From the very beginning, Frida has used humor to talk about the real, raw, and messy parts of parenting that too often go unspoken. We do this because parenting can be isolating and overwhelming, and sometimes a moment of levity is what makes a hard experience feel human, shared, and survivable."
"There is a time and a place for adult humor, and baby products ain't it."
"In a statement posted to Instagram on Tuesday, Feb. 24, Frida said it would be retiring legacy assets, and changing its tone in the future to make sure it always meets the moment."
Frida Baby, a postpartum and baby care brand, is experiencing significant online criticism after Instagram campaigns from 2020-2021 containing sexual innuendos resurfaced in February. Customers initiated boycotts, arguing that adult humor is inappropriate for baby products. The company defended its marketing approach, stating it uses humor to address the challenging and often unspoken aspects of parenthood, aiming to reduce isolation and make difficult experiences feel shared. In response to the backlash, Frida announced it would retire legacy marketing assets and modify its tone going forward to better align with current expectations.
Read at USA TODAY
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