Frida Baby faces backlash over innuendo-laced marketing as new campaign draws attention

Frida Baby is facing a new wave of scrutiny in mid-February after screenshots of older packaging and ads circulated widely online, prompting some parents to call for a boycott and others to defend the brand’s long-running use of edgy humor. The flashpoint has been a set of double-entendre slogans tied to infant care products—language critics say is out of place on items meant for babies.

The controversy is unfolding as Frida continues a separate, high-visibility campaign built around normalizing breastfeeding and postpartum realities, a combination that has pulled the company’s marketing approach into a broader debate about taste, boundaries, and audience.

What set off the renewed backlash

The current attention spike traces to images shared online showing cheeky phrases on product packaging and promotional materials that some viewers characterize as sexual innuendo. Examples circulating include “How about a quickie?” on a thermometer package and a line about a “threesome” attached to a multi-use thermometer message.

Some commenters have described the tone as inappropriate in the context of infant products, arguing that adult jokes—even when aimed at exhausted parents—don’t belong on baby health items. Others have questioned whether all of the images are authentic or represent limited-run materials, noting that reposted screenshots can be hard to verify once they spread across multiple accounts.

Frida’s brand identity, in its own words

Frida has built its business around talking bluntly about “messy” parenting realities—snot, gas, postpartum recovery, and other topics that many consumer brands typically avoid. The company’s public stance during the flare-up has emphasized that humor is meant to make hard moments feel less isolating for parents, not to shock or offend.

That framing matters because the brand’s tone has always been part of its differentiation. In other words, this is not a sudden pivot into provocation; it’s a style choice that has now collided with a louder audience pushback than usual.

A second storyline: a public breastfeeding-focused push

While the backlash has been trending, Frida has also been running a campaign centered on breastfeeding and postpartum bodies—another historically sensitive area for advertising. The campaign includes a public spectacle in New Orleans timed around Mardi Gras, featuring oversized “milk-feeding” breast imagery and slogans intended to challenge the idea that breastfeeding visuals should be treated as sexual content.

The message, as presented by the campaign, is that feeding and leaking are ordinary health realities, and that lactation-related images are often flagged or removed despite being non-sexual in intent. The campaign’s timing—peaking on Tuesday, Feb. 17, 2026 (ET)—has added fuel to the broader conversation about what’s considered acceptable in parenting marketing, and who gets to set those standards.

Why the debate is splitting parents

The argument isn’t just about whether a line is “too much.” It’s about context and audience:

• Critics say innuendo on baby health products risks dragging adult humor into spaces meant to be child-centered, even if the jokes are aimed at adults.

• Supporters argue that the humor is clearly parent-to-parent, and that frankness can reduce shame around topics like postpartum recovery and bodily functions.

• A separate thread of skepticism focuses on verification, with some people doubting whether every viral image reflects current packaging or an official campaign.

In practical terms, the split reflects two consumer expectations colliding: one group wants baby-product branding to be straightforward and clinical, while another has embraced a newer category of parenting brands that use blunt language and comedy to stand out.

What happens next for Frida Baby

The near-term risk for the company is reputational: retailers and partners tend to be sensitive to controversies framed around children, even when the content is aimed at adults. The near-term opportunity is also clear: the same viral attention that drives criticism can drive awareness, especially if the company keeps the focus on its product utility and on messaging that many parents see as honest.

The key signal to watch over the next week is whether Frida changes packaging language, clarifies which images are authentic and current, or adjusts campaign placement to reduce backlash. If the company stays the course, the outcome may depend less on today’s arguments and more on whether shoppers decide the brand’s style still feels like “relief through humor”—or a line crossed.