Motrin Moms

Heard about Motrin Moms?

So Motrin (yeah, the pain reliever) just a little headache today courtesy of Twitter. They launched a new ad campaign targeting the pains of moms… however… the campaign did not sit well. Not well at all.

Mothers took offense to the add (perhaps the claims that carrying a baby is in fashion now) and posted complaints on twitter. Motrin ended up blogging an apology:

By Kathy Widmer, Vice President of Marketing, McNeil Consumer Healthcare

This weekend, a lot was said about Motrin on Twitter and in the blogosphere. Unfortunately, it was not the kind of conversation that we here at McNeil had hoped to be at the center of.

For those who haven’t been following this, it all began when we ran an advertisement online over the weekend that talked about babywearing – which is a term that we used to describe carrying a child in a sling or wrap.

It was meant to engender sympathy and appreciation for all that parents do for their kids, but did so through an attempt at humor that missed the mark and many moms found offensive.

Now as you can imagine, we certainly didn’t mean to offend moms through our advertising. As a mom of three girls, I understand many of the comments made and agree that we know what’s best for our kids and for ourselves.

On behalf of McNeil, I’m sorry if you found this advertisement insulting. We are are in the process of removing it from our website. Unfortunately, it will take longer for us to remove this advertisement from magazines as several are currently on newsstands and in distribution.

One bright spot is that we have learned through this process – in particular, the importance of paying close attention to the conversations that are taking place online. It has also brought home the importance of taking a broader look at what we say and how it may be interpreted

My take? Very interesting on how Twitter can create quick impact… now it’s time to move on to something better… like the economy, Darfur, domestic violence, or anything.

Controversial Motrin Moms Commerical on You Tube

3 Comments

TeacherPatti 2008-11-18 Reply

Yeah… working on something more important than Motrin would be a refreshing thing.
Some might say that I have no say in this (childless by choice female), but this whole thing struck me as overreaction and just…bizarre. Why would they get so defensive? Why are people so sensitive?
See, I’m a teacher, and a Detroit public school teacher at that. Every day, I hear or read how shitty DPS teachers are. I am neither offended nor defensive. Why not? Because I know that I am a good teacher (or at least I try my best). So I ask again…why are these folks are defensive and offended? Who cares if stupid Motrin says you are crazy and tired (or whatever)? Just because someone says something doesn’t mean it’s true.
Sorry, but if all I had to worry about was what a pain reliever company said, I would openly be rejoicing. Hell, if I had all of this free time to fuss about things like this, I’d be openly rejoicing.
Maybe some of these folks, who seem to have an awful lot of time on their hands, should come and meet the parents of my students who have bigger fish to fry…like making rent, keeping jobs, not losing homes, taking care of kids in dangerous neighborhoods, etc.
Sorry Fred–I’m using your blog to rant, but this whole thing pissed me off.

Fred Posner 2008-11-18 Reply

Hey… Rant away… rants are always welcome on the blog.

TeacherPatti 2008-11-19 Reply

Thanks! I was afraid that you would think I was crazy. Thanks for the positive reinforcement 🙂

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