It's been another weird week in retail. Dollar Shave Club praised the "dad bod" in its latest ad spot, Miller Lite gamified drinking beer and the sneakers dads everywhere sport to neighborhood BBQs just got an upgrade.
This, and more, in this week's retail therapy.
All hail the dad bod
Father's Day is just around the corner and retailers aren't letting this sales opportunity pass by. And for good reason. The National Retail Federation predicted that consumer spending for the holiday would reach an all-time high of $16 billion.
In Dollar Shave Club's recent ad, the company puts a spotlight on the soft, round figures dubbed "dad bods." Men of various shapes and sizes are seen in the video doing a choreographed dance, and truly feeling themselves. This is the kind of energy we need for the rest of the year.
The company also created a "DadBod gift set," which includes hand cream, shave cream, razors, toothpaste and deodorant, among other things. The packaging also includes sketches of dad bod statues of varying shapes and sizes.
And to further encourage this fatherly figure, DuClaw Brewing Company recently unveiled the "Dad Bod" beer. The beer is a double IPA, which the company describes as "a soft-bellied blend of tropical, pine, and citrus hop flavors, it's like a cuddle for your taste buds." The beer is available in 13 states, including Connecticut, Maryland, South Carolina and New York, plus Washington, D.C. Pair it with a big plate of greasy nachos and wings, and we're sure your old man will be well on his way to achieving the much sought after body type.
But perhaps, for whatever reason, the beer belly just isn't achievable naturally. Someone thought of that, too. An Amazon seller by the name of Yanbin is selling a "Dad Bag Fanny Pack," and nope, it did not forget to include those tummy hairs. Sadly, this isn't the first time the Dad Bag has entered our collective conscience. We first discovered the product last year, in offerings ranging from sunburnt to flabby. Unsightly to some, but worn as a badge of honor by the raddest dads out there.
Why drink beer when you can play it?
For the father figures in your life that love gaming as much as they love drinking beer, but who haven't perfected the art of doing both at the same time, Miller Lite's latest announcement may be a saving grace.
The MillerCoors brand teamed up with comedian and gaming aficionado Eric Andre to create the "Cantroller," a 12-ounce can of beer that doubles as a Bluetooth-enabled game controller. The device does, in fact, contain beer, in addition to a rechargeable lithium-ion battery, haptic feedback and the ability to be refrigerated.
Miller Lite set up at the video game industry's E3 event earlier this week in Los Angeles to challenge fans to battle Andre in a game of "Street Fighter," and all winners walked away with a Cantroller to take home.
However, if you weren't able to make it to the event, don't fret. The company said it produced 200 devices for the launch, but has plans to roll out "several hundred" more.
There's no greater combination than people guzzling beer while getting irrationally angry over a video game.
Dad sneaks get the denim treatment
Summertime is here and for many men out there, that means whipping out the blindingly white sneakers at the neighborhood BBQ or an amusement park with the family. It's dad sneaks season, y'all.
And just in time for Father's Day and the U.S. Open, Nike released a special edition of its Air Monarch IV sneakers, but this time with a denim upgrade. The shoe is covered in light wash denim with red accents, and the heel features an embroidered flower pattern, which Nike says was inspired by the Central California coastline where the major is held.
It appears that for some consumers the classic white was just too formal and they needed a version more appropriate for those casual gatherings. Now dads everywhere can step up their style game (within reason, of course).
Now grilling dads can flavor it up a bit— M W J R (@Get_after_it_88) June 10, 2019
Give the gift of isolation this Father's Day
This year Groupon is offering consumers the opportunity to purchase the ultimate gift for the special men in their lives: a man cave. But the cost of luxury doesn't come cheap. Priced at $60,000, the 8x10 foot structure is sound proof and comes fully furnished with a 65" HD TV, Soundbar System, mini fridge, sports memorabilia, side table, and of course, a power recliner.
Essentially this is a box you plop inside an existing room in your home. Sure, makes total sense.
Are the people who buy this proud to show it off to guests? Do they look forward to sitting in this small, weird room by themselves? We have so many questions.
"We know from past Father's Day research that Dads want 11 hours of me time per week, but roughly half of all Dads don't have a man cave," Groupon's North America President Aaron Cooper said in a statement.
Groupon markets it as a perfect gift for Father's Day, because nothing reminds someone of the sweet joys of fatherhood quite like isolating themselves off from the humans that turned him into a dad in the first place.