Promise Keepers CEO Shane Winnings Among Those Alarmed by Frida Baby’s Sexualized Marketing

Michie · Feb 16, 2026

Frida Baby, which makes products for infants and new mothers, is facing backlash after images of its edgy, sexualized marketing went viral. Some people—including Christian influencers—are now calling for a boycott of the Sweden-based company.

Last week, social media users widely circulated Frida Baby advertisements, including one for a rectal thermometer that states, “This is the closest your husband’s gonna get to a threesome.” Packaging for another thermometer asks, “How about a quickie?” A Frida Baby humidifier box reads, “I get turned on quickly.” And an ad for a snot-sucking device explains, “What happens when you pull out too early.”

Reaction was swift, with people finding older ads from Frida Baby and flooding the company’s social media pages with angry comments. Some parents threw away all their Frida Baby products, with Christian influencer Brittany DawnNelson calling the company “demonic.”

Promise Keepers CEO Shane Winnings: Frida Baby Ads Are ‘Disgusting’

Continued below.

Promise Keepers CEO Shane Winnings Among Those Alarmed by Frida Baby’s Sexualized Marketing

Frida Baby, which makes products for infants and new mothers, is facing backlash after images of its edgy, sexualized marketing went viral.

churchleaders.com

Michie · Tuesday at 4:43 PM

Allie Beth Stuckey: Christians Should Have No ‘Level of Tolerance’ for Frida Baby’s Sexualized Marketing

The Frida Baby brand has “normalized something really wicked,” said Allie Beth Stuckey in the latest episode of her “Relatable” podcast.

churchleaders.com

Pepperdoodle · Tuesday at 5:19 PM

Never heard of "Frida Baby".

As to Promise Keepers...it has some concerning cons to it...

Theological concerns: Critics argue that the movement downplays Doctrinal precision in favor of unity. Its ecumenical stance—welcoming others with differing views on salvation—has been seen as compromising the Gospel, especially regarding justification by faith alone.

Religious and psychological influence: The movement has strong ties to some religious movements and religions. Critics highlight the use of psychology-driven materials which some view as promoting unbiblical ideas about male identity, sexuality, and emotional healing.

Lack of doctrinal clarity: The emphasis on “unity over doctrine” has led to concerns that false teachings go unchallenged. The inclusion of some religious rituals and the absence of clear biblical teaching on key Doctrines like the authority of Scripture and the nature of salvation are major points of contention.

For these reasons alone, Promise Keepers is something a Christian should avoid.

Michie · Tuesday at 5:40 PM

Read the articles

FireDragon76 · Tuesday at 7:32 PM

Nothing new. Edward Bernays started using sexual innuendo and symbolism in ad campaigns a long time ago. It's just more blatant and explicit now.

Michie · Tuesday at 8:20 PM

FireDragon76 said:
Nothing new. Edward Bernays started using sexual innuendo and symbolism in ad campaigns a long time ago. It's just more blatant and explicit now.

So what? With the blatant sexualization of children these days. It’s not a good thing to promote. Just because someone else did it does not soften it at all.

FireDragon76 · Tuesday at 8:42 PM

Michie said:
So what? With the blatant sexualization of children these days. It’s not a good thing to promote. Just because someone else did it does not soften it at all.

It's not about sexualizing children. This is about targetting Gen Z mothers who buy baby products with ads meant to perform a kind of knowing recognition of the humanity of the people buying the products, who read cultural texts and messaging entirely differently than older Evangelicals. Modern culture of Gen Z women is more fragmentary, fully of memes and irony, and is usually read in a more contextual manner. And most Gen Z women aren't inclined to inhabit the semiotic field that Evangelicals inhabit anyways.. They don't see themselves as submissive baby-factories free of interiority, in the way that some Evangelicals construct womanhood.

Michie · Tuesday at 10:05 PM

FireDragon76 said:
It's not about sexualizing children. This is about targetting Gen Z mothers who buy baby products with ads meant to perform a kind of knowing recognition of the humanity of the people buying the products, who read cultural texts and messaging entirely differently than older Evangelicals. Modern culture of Gen Z women is more fragmentary, fully of memes and irony, and is usually read in a more contextual manner. And most Gen Z women aren't inclined to inhabit the semiotic field that Evangelicals inhabit anyways.. They don't see themselves as submissive baby-factories free of interiority, in the way that some Evangelicals construct womanhood.

Whatever works for you but not everything is about sex. I’m offended about taking a baby’s temp and how they compared it, good Lord. Talk about perversion.

Take care of the baby without referring to sex or whatever itis to sell products. It’s gross,

FireDragon76 · Tuesday at 10:15 PM

Michie said:
Whatever works for you but not everything is about sex. I’m offended about taking a baby’s temp and how they compared it, good Lord. Talk about perversion. Take care of the baby without referring to sex or whatever itis to sell products. It’s gross,

I'd say it's kinda gross or crass but "demonic" may be strong language. The people that come up with this kind of ad copy are trying to be clever in a performative way that's actually deeply cynical. It's just there to be "meme worthy". Outrage is sort of the point. This is really about what Marx called "commodity fetishism", where products or services under capitalism can be abstracted away from actual relationships. And alot of younger people have come to accept that as thoroughly normal in a way that would perhaps shock older generations, so they aren't thinking about the underlying relationships there between even a product, it's branding, its usage, and the people behind it. That last bit is the most telling, because that's exactly Marx's point. Capitalist logic isn't about people as relational beings, it's about exploiting people as labor and consumers.

Michie · Tuesday at 10:17 PM

Outrage…

As it should be.

Advertising should take some responsibility.

FireDragon76 · Tuesday at 11:03 PM

Michie said:
Outrage…

As it should be.

Advertising should take some responsibility.

Corporations ultimately only feel responsible now days to shareholders, it's pretty much enshrined in law, even as a fiduciary duty. If a few tasteless shock campaigns achieve that end, they will risk it. The outrage will be forgotten in the next news cycle.

Michie · Tuesday at 11:26 PM

Sure. Missing the point comes to mind.

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Promise Keepers CEO Shane Winnings Among Those Alarmed by Frida Baby’s Sexualized Marketing

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Promise Keepers CEO Shane Winnings: Frida Baby Ads Are ‘Disgusting’