Twitter Moms Destroy Motrin Marketing in 48 Hours
Going Like Sixty — November 18, 2008 — Marketing
References: adage
Lest marketers think the social aspect of being online is just something the “kids” do, the Motrin experience should make them shudder. Two days after Johnson & Johnson put a web-only video about the hazards of carrying a baby, they removed the video and are doing a mea-culpa to the women who slammed their efforts via Twitter and on blogs.
The Motrin campaign also ran in several magazines and advertised that Motrin can be used to take care of back, shoulder, and neck aches caused from 'wearing babies'. To the militant Moms, this 'wearing babies' impression was especially galling. Ad Age said the Moms felt that Motrin was saying 'wearing' a baby made the Moms look “official.”
The Motrin campaign also ran in several magazines and advertised that Motrin can be used to take care of back, shoulder, and neck aches caused from 'wearing babies'. To the militant Moms, this 'wearing babies' impression was especially galling. Ad Age said the Moms felt that Motrin was saying 'wearing' a baby made the Moms look “official.”
Trend Themes
1. Online Backlash - The Motrin incident highlights the power of social media in giving consumers a platform to voice their opinions and influence brands' actions.
2. Mom Influencers - The incident reveals the growing influence of mom bloggers and social media-savvy mothers in shaping public perception and forcing brands to reconsider their marketing strategies.
3. Authenticity and Empathy - The Motrin controversy emphasizes the importance for companies to prioritize authenticity and empathy in their marketing campaigns to avoid backlash and negative sentiment.
Industry Implications
1. Consumer Goods - Consumer goods companies should take note of the Motrin incident and be mindful of the potential impact of their marketing messages on social media-savvy consumers.
2. Advertising - The Motrin incident calls for advertising agencies to rethink their approaches and strategies in order to avoid alienating consumer segments and damaging brand reputation.
3. Social Media Management - The Motrin backlash highlights the need for businesses to invest in effective social media management to monitor and respond to consumer feedback in real-time.
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