Outraged parents have threatened to boycott popular baby care brand Frida Baby, after a series of resurfaced campaigns featuring sexual language were circulated on social media.
Screenshots taken of the company’s previous advertising campaigns and product packaging show jokes laden with sexual innuendo.
One post reshared on X, formerly Twitter, showed photos of an infant three-in-one rectal thermometer, which the brand had shared alongside the caption, ‘This is the closest your husband’s gonna get to a threesome.’
Another picture of an ear thermometer had ‘how about a quickie?’ written on the side of the box, while instructions for a humidifier read, ‘I get turned on quickly.’
The packaging for the brand’s nasal aspirator product was also emblazoned with the phrase: ‘I’m a (power) sucker.’
Furious customers took to social media, slamming the brand and pledging to boycott.
‘Using sexual slogans to sell baby products is disturbing,’ wrote one mom.
‘Hey so what the F**K is wrong with your marketing?’ added someone else.
Outraged parents have threatened to boycott popular baby care brand Frida Baby, after a series of resurfaced campaigns featuring sexual language were circulated on social media
One post reshared on X, formerly Twitter, showed photos of an infant three-in-one rectal thermometer, which the brand had shared alongside the caption, ‘This is the closest your husband’s gonna get to a threesome’
‘The branding is perverted. Do better. We will never purchase Frida again,’ declared another buyer.
‘Why on earth would you think it’s okay to publish such horrific things as ads?’ wrote another.
‘Sexual jokes to market baby products is actually sick and twisted,’ declared someone else. ‘This is absolutely appalling and disgusting.’
‘These type of statements are disturbing and the company needs to be banished.
‘I hope you will do your part in boycotting this company and reporting them on all social platforms,’ added another.
But, on the other hand, there were some parents who defended the brand.
‘Wait really? We own Frida products and none of the packaging implies anything sexual,’ one questioned.
Other people pointed out the jokes were targeted at adults, not kids.
Another picture of an ear thermometer had ‘how about a quickie?’ written on the side
The packaging for the brand’s nasal aspirator product was also emblazoned with the phrase: ‘I’m a (power) sucker’
Instructions for a humidifier read ‘I get turned on quickly’
‘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 and the windi tubes say ‘tap that gas’ because that’s literally what you’re doing with them lol,’ argued one fan.
‘No one should be sexualizing babies, but this was most likely poorly thought up advertising copy trying to make sleep-deprived new parents laugh,’ said someone else.
A spokesperson from Frida Baby told the Daily Mail that Frida has always used humor to talk about the real, raw, and messy parts of parenting that too often go unspoken and they never intended to make anyone uncomfortable with their marketing.
‘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,’ the statement read.
‘Our products are designed for babies, but our voice has always been written for the adults caring for them. Our intention has consistently been to make awkward and difficult experiences feel lighter, more honest, and less isolating for parents.
‘That said, humor is personal. What’s funny to one parent can feel like too much to another. We’re never trying to offend, push boundaries for shock value, or make anyone uncomfortable. Importantly, our tone is never separate from our product. The humor we use is always grounded in a specific feature, benefit, or innovation — a reflection of the real problem we are solving for families.
‘Frida was built to support families through some of the most vulnerable and transformative chapters of their lives. We stand firmly behind that mission. We will continue to show up with honesty, empathy, and courage. With each decision we make, we will continue to evaluate how we express our voice so that our commitment to families is unmistakable and our tone always meets the moment.’
Last year, the company made headlines after announcing they were releasing a unique flavor experience – breast milk-flavored ice cream – that is ‘due in nine months.’
The brand teamed up with OddFellows Ice Cream Company, and did not actually contain breast milk.
The breast milk-flavored ice cream contained milk, heavy cream, skim milk powder, egg yolks and sugar, as well as honey, fruit juice and liposomal bovine colostrum.
The product launch was used to introduce their new 2-in-1 Manual Breast Pump.
