Parents across the nation are distancing themselves from Frida Baby products, igniting a boycott after discovering a slew of shockingly crude jokes associated with items meant for newborn care. This backlash gained momentum this week on platforms like TikTok, Reddit, and X, where users circulated old promotional materials showcasing a troubling trend of inappropriate humor in ads for products like the NoseFrida snot-sucker and thermometers.
Examples of the offensive marketing include a social media advertisement for a rectal thermometer featuring a baby’s bare backside along with the tagline: “This is the closest your husband’s gonna get to a threesome.” Other disturbing messages appeared on product packaging, such as a thermometer boasting: “How about a quickie?” and a gunk remover with the line: “When ‘just-the-tip’ has a new meaning.” Furthermore, a humidifier box proclaimed, “I get turned on easily,” while a package suggested, “I’m a [power] sucker.” Perhaps most alarming was a now-deleted Instagram post from 2020 that depicted a baby with nasal discharge, with the caption implying something inappropriate about pulling out too early.
As the outrage spread like wildfire, Frida Baby scrambled to delete offending content from their social media. Comments from parents shared a mix of disbelief and anger. One user expressed concerns over the implications of such wording on items intended for babies: “Putting phrases like this on product packaging when the products are meant for babies desensitizes the population to actual sexual abuse.”
This isn’t the first time Frida Baby has pushed the boundaries of appropriateness. In 2020, the brand’s postpartum extension, Frida Mom, faced scrutiny for an ad displaying postpartum realities, which was rejected by ABC as “too graphic.” Last March, they even teased a limited-edition ice cream called “Breast Milk Ice Cream” as part of a promotional campaign for a new breast pump, drawing ire despite its modest ingredients that didn’t actually include real breast milk.
The growing call for a boycott is not just a reaction to one or two misguided jokes; it reflects a broader concern about the normalization of inappropriate content aimed at parents and children. With widespread momentum building, the message from outraged consumers is unmistakable. They demand accountability from a brand that has crossed a line, leaving many to wonder: what were they thinking?
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