Motrin Moms Tell Way More than 3000!

A fascinating case study is unfolding online regarding a Motrin video and TV commercial triggered a viral backlash among the segment I refer to in Satisfied Customers Tell Three Friends, Angry Customers Tell 3000, as "Power Moms."  Recall:

"Power Moms, who often balance their careers with parenting, have little free time and therefore have no choice but to connect and communication in the most efficient way possible. Bound by a sense of community and responsibility, Power Moms will go out of their way to tell fellow parents and other consumers about their opinions on or experiences with products or companies -- particularly those, like cold medicines or diapers or minivans, that have to do with the health and safety of their families."

In this case, the platform of choice for the Power Moms is Twitter, and this puts the controversy on hyper-drive.  Like it or not, Twitter has dramatically accelerated the delivery time of "feedback moments." This particular issue moved so fast that a nine-minute Twitter-montage has already been posted to the YouTube documenting negative reactions to the ad campaign. According to the Crunchy Domestic Goddess blog, the brand has formally responded and retracted the ad. Marketing bloggers are having a field day with the topic -- in fact, they are driving a good percentage of the overall conversation --  and David Armano's thoughtful analysis is one of the best so far.  (My response to his post here.)  Kevin Dugan also weighs in, while Steve Hall at Ad-Rants thinks we're all going a bit overboard on the issue.  Oh, and there's even a counter-video to that effect (thanks, Kevin Dugan, for heads-up).  My wife and I are huge fans of the baby-slings and carriers so I'll conduct perhaps the most important "focus group" on the spot tomorrow morning. 

 

Comments

[Father of one]

Funny how some of the Twitter posts talk about 'carrying the baby all day'. Bullshit...you don't carry a baby all day. I agree that babies need to be carried and the bond that it creates...but to say that motrin is wrong about posting this ad is ignorant and short-sighted.

Imagine what moms did a 1000 years ago...I'm sure they used a form of wrap or just sucked it up and kept the baby on her hip. Motrin is suggesting that it sucks to carry ~30lbs around your neck. They are merely offering a solution to any pain that may occur.

If you don't get the tongue in cheek comment about being an "official mom" then i suggest getting out of the house and out from behind the monitor.

[Quality Baby Carriers]

I do not know why I missed this post, but, this isnt a real cool marketing strategy at all..