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Nov

17

When social media attacks: Motrin backs off of back pain relief ad targeted at, dissed by moms


I totally missed the 24-48 hours that this episode seems to have occupied over the weekend because I was actually taking a much needed hiatus from the homestead (and I take Celebrex anyway).

Don’t know which Consumer Product Ad Gone Bad Meets Social Media episode I’m referencing?

Start here – it’s got the video of the original Johnson & Johnson Motrin ad that caused the fury.  Here’s the video put together to show why many moms found the ad offensive.

Proceed to the New York Times’ Lisa Belkin (who writes about work and family balance).

Finish up at this analysis which includes the following intro:

It was very interesting watching the #motrinmoms saga on Twitter this weekend. For those who missed it, this ad is what is causing all the fuss. And if you’re like me and hate reading all that (literally) flipping text in the ad, here’s a blog that has posted the text of the ad.

I agree, the ad was a really poor choice on Motrin’s part. They clearly know nothing at all about babywearing, or that done right it’s not going to hurt. Not to mention how good it is for the baby. Most mother’s really enjoy the experience.

But what has been interesting to see from a business standpoint is just how quickly word spreads through social media. Ladybug Landings created a YouTube video on the responses.

Motrin responded pretty quickly, considering this started on a Saturday. The ad came off their site on Sunday. They also emailed some of the bloggers who had posted about it.

Where do I think Motrin blew it?

Go read the spot-on post.

By Jill Miller Zimon at 2:20 pm November 17th, 2008 in Business, Parenting, Tech, Women 

Comments

9 Responses to “When social media attacks: Motrin backs off of back pain relief ad targeted at, dissed by moms”

  1. 1 Heather on November 17th, 2008 3:04 pm

    There are lots of lessons that marketers can take from this whole controversy. Namely that companies can’t function in a M-F, 9-5 bubble. Bloggers keep blogging, so companies need to keep listening. More lessons on our blog.

  2. 2 Jill Miller Zimon on November 17th, 2008 3:09 pm

    Absolutely true, Heather. Thanks for leaving a comment and your blog URL w/your name. I think it also indicates a whole pipeline of problems from idea to implementation of a marketing strategy. Many places along the way where this could have been averted. The quick take down is hopeful but still – this is only one company.

  3. 3 Jessica Gottlieb on November 17th, 2008 3:41 pm

    And more here.

    Just don’t pick on our babies.

    That’s all we ask.

  4. 4 Jill Zimon on November 17th, 2008 8:21 pm

    Jessica – thanks. I appreciate your post on the incident as well. Sadly what this controversy is also highlighting is the divide again between which battles people think are “worth” fighting and which ones aren’t. My take? It’s an ad. If the people to whom it’s supposed to appeal don’t find it appealing, then it’s failed. Whether others can see why it’s so bad is a different issue, but still one we need to address, because this failure for others to see what we see and then marginalize what we see as an error in judgement on J&J’s part is really causing some unhelpful battles. IMO.

  5. 5 Erica on November 17th, 2008 9:11 pm

    I’m glad I have a DVR because I can skip through ads like this. And I’m also glad I have blogs which point out the offensiveness for me :D

    I appreciate the company’s apology for missing the mark. (My husband thought the ad was hilarious, until I explained it was a serious commercial, not a parody as he had thought.)

  6. 6 oengus on November 18th, 2008 6:39 am

    http://www.viewpoints.com/Baby-Bjorn-Original-Baby-Carrier-review-64f9

    Motrin can eat a hole in your stomach.

    Celebrex inhibits an enzyme that is rudimentary in fluid transport, can result in renal problems, heart problems and strokes and thrombosis. It can throw off any body function related to fluid transportation in the body and or pressure regulation.

    Seriously, if you have pain nothing about Celebrex is advantageous other than it will not harm the stomach.

    I take Motrin from time to time, 800 MG….for pain.

    If you have stomach problems, there are issues with that and anti-bacterial products as well, triclosin killing off bacteria in the digestive tract that fend off acid…another story but then Tylenol is better but hard on the liver….

    You can up the doses of over the counter to prescription levels and get the same results…be careful taking the NSAID group drugs.

  7. 7 kegbot1 on November 18th, 2008 2:30 pm

    If I didn’t have a migraine before I viewed this ad, I did after I viewed it. Whoever wants to lead my now 46 year old eyes whipsaw like over all that jumping and thrusting text should be beaten with their own script.

    And everything else everyone has said as well.

  8. 8 Not Apparent on November 18th, 2008 4:32 pm

    [...] HatTip: Writes Like She Talks [...]

  9. 9 links for 2008-11-19 | Brewed Fresh Daily on November 19th, 2008 9:30 am

    [...] When social media attacks: Motrin backs off of back pain relief ad targeted at, dissed by moms : Wri… [...]

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