Summer Collects the World’s Corniest Dad Jokes for Father’s Day

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Baby Brand Rolls Out Live Online Chat Support with Real People

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No robot can help a caregiver – or serve up an eye-rolling dad joke – as well as a real person.

Summer wants parents to know they’re talking to a real human being when they contact customer service, and they’ve got the dad jokes to prove it.

For Father’s Day, Summer is launching Live Chat support on its website, staffed by experienced agents. To mark the occasion, the company is creating an archive of dad jokes. At the end of each successful customer service session, the agent will reach into the archive and conclude the interaction with the cheesiest dad joke he or she can find.

“The more brands try to automate their customer service, the less those brands appear to care for their customers,” said Summer VP, Brand Marketing Jen Johnson. “We’re investing in the human element. We’re giving our customers the best attention we can provide, and proving it by giving them the worst dad jokes we can gather.”

A Summer Customer Service Rep started the idea of “Dad Joke” Thursday. Its popularity with customers grew into the idea of collecting them in a database.

Summer is asking consumers to share their favorite dad jokes over social media, and holding a sweepstakes to build the archive. One lucky winner will receive six items from Summer’s Father’s Day gift guide with four more receiving their item of choice. The jokes collected will be posted on the site and the winners will be announced on July 1.

To participate, consumers should post a dad joke to Twitter, Facebook or Instagram, tagging Summer with #dadtastic.

“No robot can help a caregiver – or serve up an eye-rolling dad joke – as well as a real person,” said Johnson.

About Summer
Summer is dedicated to making bath time, meal time, play time and every time in between special for parents and children. For more than three decades, Summer’s thoughtfully designed, pioneering infant and toddler care products have made family life easier, safer and more fun. For more, visit http://www.summerinfant.com.

About SUMRTM Brands
Based in Woonsocket, Rhode Island, SUMRTM Brands is driven by a commitment to people, products, and purpose. The Company is made up of a diverse group of experts with a passion to make family life better. For more, visit http://www.sumrbrands.com.

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Adam Ritchie
Summer
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