As millennials and Gen Z populate the parenting market, every brand is trying to vibe with them using edgy humor. But the popular baby brand Frida may have taken the joke too far. TikTok creator @thedoreseyss is going viral after posting a video from a Walmart aisle that highlights the controversial packaging of Frida Baby products.
The video, which has amassed 7.8 million views, serves as a massive shock for parents who bought Frida baby products. Much like the creator, they are realizing they may have been too exhausted to notice the fine print. The creator expressed her outrage, stating that she threw out her existing products after realizing what was written on them. As she put it, “Frida has lost me as a consumer.”
The double entendre slogans on Frida Baby products are sexualizing children
Frida Baby is known for its unfiltered branding, aimed at poking fun at the messy, unglamorous side of parenting. However, the creator argues that the specific slogans used on infant medical and grooming tools cross the line into sexualized language. In the video, she flips over several boxes to show the side panels
First, she shows Frida’s Windi the Gaspasser, where the side of the box reads “TAP THAT GAS.” The front of the pack also features an infant in a rather odd position that many found disturbing. Next, she shows the packaging of the 3-in-1 Thermometer, which features the phrase “HOW ABOUT A QUICKIE?”
The third product she shows is the 3-in-1 Nose, Nail + Ear Picker. On the back of the box, a text reads “PROUD GOLD DIGGER” and promises “4 different tips for your picking pleasure.” In fact, a Frida humidifier is being sold with the phrase “I Get Turned On Easily.”
The text overlay on the video, “Children Are Not To Be Sexualized FRIDA!!!!”, underscores the creator’s argument. These phrases might be common slang among adults. But they are entirely inappropriate when associated with babies.
Is this packaging exclusive to the U.S.?
The viral video has sparked confusion among international parents who claim their versions of Frida Baby products look very different. Users from across the world, including the UK, Sweden, and Canada noted that their packaging does not look the same.
It appears that Frida’s edgy marketing is a specific strategy for the United States market. While global branding usually remains consistent, regional marketing teams often adjust tone and language to fit local cultures.
In this case, the U.S. version leans heavily into the “unfiltered parent” aesthetic that has now landed the brand in hot water. As one user aptly asked, “what is wrong with the USA?”
Moms around the world couldn’t hold their anger
The comments section of the video turned into a unified front of parents who felt “disappointed” that they didn’t notice the messaging earlier. “A QUICKIE on a baby package is insane,” one viewer remarked. “I actually never read the packaging because I was so tired at that newborn stage… I’m disgusted,” another parent shared.
“While I get the jokes are targeted to parents, it’s still inappropriate. It’s a children’s product,” a third added. They continued,
When you own a company for infants, you need to focus on it being good for the kids and child appropriate. Not adult jokes. I wish people would have bought it to attention before the caption incident.
Some observers even pointed out the positioning of the babies in the illustrations. They argued that the visual and textual elements together create an uncomfortable vibe. The public reaction proves that the “cool parent” branding that prioritizes adult jokes over the sanctity of childhood is, actually, not cool at all.
What was the Frida Baby ‘Caption Incident’?
One user pointed out that people did not notice these issues before a separate controversy. Frida Baby faced a massive backlash after their old social media post from 2020 resurfaced. It showed a baby with nose discharge alongside the caption “What Happens When You Pull Out Too Early.”
The incident was a turning point for many consumers, leading to a deeper investigation into the brand’s overall tone. For many parents, the caption incident proved that the double entendres on the boxes weren’t just isolated jokes. They appeared to be a part of a broader corporate culture that they find “odd” and “disgusting.”
Frida’s Response: Humor for the ‘Real, Raw, and Messy’
Following the viral backlash, Frida Baby first attempted to delete their digital footprint. But soon, they addressed the controversy by defending their unconventional marketing strategy. In an official statement, a spokesperson for the company explained that their “voice has always been written for the adults.” (Via Yahoo)
The brand maintained that their use of humor is intended to create a sense of shared experience among parents who often feel “isolated and overwhelming” during the early stages of child-rearing. They clarified that their slogans are never intended to “offend, push boundaries for shock value, or make anyone uncomfortable.”
Instead, they argued that the humor is always “grounded in a specific feature” or benefit. For example, the “Quickie” slogan refers to the speed of a digital thermometer. But despite this explanation, many consumers remain skeptical. They argue that there is a significant difference between “parental levity” and the use of sexual innuendos on children products.
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