Motrin’s new advertisement has moms from all around the world on Twitter in an uproar! Moms all over Twitter are outraged about it. So much so that #motrinmoms jumped to #2 trending topic on Twitter Search Saturday night and is still ranking high on the list Sunday. The post that started it all!
Why? Many moms who blog and tweet and are fans of “babywearing” are finding this Motrin ad (currently on the Motrin.com home page) disrespectful of the practice of babywearing. Follow the Twittery here.
The monologue for ad (in case you haven’t seen the video):
Wearing your baby seems to be in fashion. I mean, in theory it’s a great idea. There’s the front baby carrier, sling, schwing, wrap, pouch. And who knows what else they’ve come up with. Wear your baby on your side, your front, go hands free.
Supposedly, it’s a real bonding experience. They say that babies carried close to the bod tend to cry less than others. But what about me? Do moms that wear their babies cry more than those who don’t. I sure do! These things put a ton of strain on your back, your neck, your shoulders. Did I mention your back?! I mean, I’ll put up with the pain because it’s a good kind of pain; it’s for my kid.
Plus, it totally makes me look like an official mom. And so if I look tired and crazy, people will understand why.
What Moms Are Saying:
“Motrin has put up a short audio clip on their home page as part of their “We Feel Your Pain” campaign. This audio clip consists of a Mom talking about how baby wearing is a fad, may or may not be beneficial to the baby, and makes her look like an “official mom.” And while this causes her significant pain (for which she must, of course, take Motrin), she does it for the sake of her kids. I guess? Ugh.” Adventures in [Crunchy] Parenthood
“Have you seen the new Motrin ad? You know, the one where they attack babywearing and insult moms in an effort to sell their drugs? Motrin, WHAT WERE YOU THINKING?? Oh yeah, you weren’t.” Crunchy Domestic Goddess
“I don’t consider myself an attachment parenting advocate, but I sure did use a sling to carry around my son. It’s convenient, and good for baby. Motrin has probably managed to offend just about any mom who chooses to watch this video or who has ever used a carrier of any type citing baby wearing “makes me look like an official mom”… what?!” im.seeking.balance
“Motrin – the ad is offensive and extremely disrepectful to moms. C’mon – baby wearing isn’t a new thing. Women have been wearing their babies in slings since, well, women first figured out to skin an animal or weave plant material. It is MORE COMFORTABLE than slinging the baby on your hip, or, god forbid, toting around your baby in a 20 pound carseat. ” The Smart Mamma
“You know, you’d think that a big company like Motrin, would, I don’t know do some research before launching a new ad campaign. You’d think that with all the money they have that they would actually put some of it into finding out what their target market is and not piss off the Mommies that they disrespected so.” Prarie Momma
Video responses: Motrin Making Moms Mad
What do you think about the Motrin ad?
Are you offended?
Let us know.
Motrin heard you:
Related posts:
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Screenshots of the ad are here: http://smalldots.wordpress.com/2008/11/16/motrin-moms-react/
Now #1 on trending topics…yay!
With you all the way! I tweeted about it too. This is is very offensive. I have done surveys and a focus group or two in my life. I can’t believe this ad ever saw the light of day. Where were Motrin’s focus groups?
See? Doesn’t hurt! http://i126.photobucket.com/albums/p84/rockmomphotography/misc/beach5.jpg
Other article on the #MotrinMoms speaking out
http://www.parentinghelpme.com/parenting-news/twitter-mom-in-uproar-over-motrin-video/
I’m not crazy offended by the ad. I agree about the focus groups? Didn’t they ASK?? I see the point but wonder, um? Why do it that way, when could have been done with more class and taste? Maybe they got all our attention and will be thrilled with the #motrinmoms thing? Makes me more interested to see their response!
Here’s my post on the subject:
http://www.califmom.com/califmom/2008/11/way-to-bash-bab.html
When I showed the ad to my husband, he didn’t believe it was real. This is not a man who’s easily offended. He couldn’t believe their PR would be so stupid.
just blogged about it! What a poorly thought out ad. They blew it, consumers will share a negative experience 10x more often and MORE QUICKLY, than they will a positive experience, human nature. Well think of the 10 people behind every twitter, blog or random posting about Motrin tonight!
As if carrying our child, or wanting to sleep through their being sick is the pain, or needing to feel the official mommy identification through looking harried and crazy! Thinking someone in Chicago or NYC at some very slick ad agency is not going to be a happy camper Monday!
whoops – here is writeup on Motrin’s MIss with Moms! http://parentalguidancerequired.blogspot.com/
Here are my responses to the Motrin ads:
Last night: http://tinyurl.com/58xza2
And this morning: http://tinyurl.com/5nx465
Love reading everyone’s responses to this! Here are mine.
http://babyproducts.about.com/b/2008/11/16/motrin-moms-angry-over-babywearing-advertisement.htm
http://thisnotsosimplelife.blogspot.com/2008/11/motrin-moms-controversy.html
I did a video of moms’ responses on twitter last night:
http://www.ladybuglandings.com/2008/11/motrin-makes-moms-mad/
I, too, blogged about my anger towards this ad. Totally demeaning, they way they had the woman’s voiceover speak in the ad, so valley-girl-ish and condescending. Ugh!!!!!!!
http://crazyadventuresinparenting.blogspot.com/2008/11/motrins-new-ad-wrong-message-wrong-time.html
Mother of 4 weighs in!
http://babyandtoddlerproductreviews.blogspot.com/2008/11/motrin-you-feel-my-pain.html
perfectly summarized.
Good summary! Here’s my post about the subject today:
http://problemsolvinmom.blogspot.com/2008/11/motrin-vs-moms.html
I blogged about the outrageous Motrin-bashes-babywearing ad. http://90210organics.blogspot.com/2008/11/motrin-makes-moms-mad.html
Way to get the word out! No one will be able to doubt the ability of Moms on the internet after this
Here’s my post on it: http://www.wahm-cafe.com/2008/11/16/motrin-alienates-baby-wearing-moms-in-bad-marketing-campaign/
The rules of the game are changing for PR Advertising ~ I am Woman, Hear Me Roar ~ here’s my take on the Motrin Ad Advertising Gone Wrong ~ Twitter Moms Sound Off about Motrin
Posted my response and picture of me babywearing here: http://www.nikkikatz.com/index.php?p=80
I was shocked when I saw this crap from Motrin! I posted about it… anyone who wants more links to their own post, feel free to comment on my site (if you choose commentLuv it will pull in link to your latest post automatically). I also posted a widget with the #motrinmoms Twitterfeed if you’d like to put it on your blog. Motrin, you really stepped in it!
I have to say this is one of the most fascinating things to witness as it unfolds. So interested to see what the response from Motrin will be. Here’s my take http://mercantilespark.com/?p=57
Instead of being funny and clever like it seems like Motrin was going for, this ad came out patronizing and condescending, alienating many a mom-sumer.
Here’s my post on the subject: http://www.mamadivas.com/2008/11/omg-like-babywearing-to-look-cool-um-no-motrin
Um….I freakin’ love Motrin!!! Wearin ur baby is sooo cute…….for 9 months and then a few months after….but when you strap em on and youre dyin’ in agony @ the grocery store. Time to cut the cord, put em in the basket and pop a motrin! It’s not gonna make you any less of a mom!
[...] Doesn’t seem to be going over [...]
#motrinmoms ~ 1st Tweets ~ timeline/chart… http://tweetip.us/lktym
[...] More on the furor that’s spread(ing) on Twitter about the ad -> http://momfuse.com/2008/11/new-motrin-ad-angers-twitter-moms-around-the-world/ [...]
Thanks for starting this out! What is so awesome about technology these days is that parents can be informed consumers and can get information in split seconds. I don’t know if I would have know about this if not for Twitter.
Does it make me think twice before I buy a product like Motrin…yes. If they have little regard for me as their consumer there are other places I can spent my money!
Great post!
Tina
@newoldmom
This ad didn’t offend me, but I can see how some moms would not like it. By the way, baby wearing is not new-that’s the part that stuck out to me. It’s been around since women started having babies.
Check out my parody of the ad at http://www.orient-lodge.com/node/3305 I have the text of the parody at the post before that.
I can see how it might offend some folks.
I’m not a mom – I’m a dad – though it didn’t offend me for two reasons:
1. I find most advertisements miss the mark by so much that I expect crap like this, and
2. When we had our first child, we just carried him, and when we had our next three, they came as a matched set (triplets) and there would have been no way we could have worn them!
But yes, I can see it might offend some moms. Solution?
Don’t buy Motrin. Punish them by purchasing the generic equivalents if possible.
Kudos for being on top of this. As a public relations professional, there are many lessons to be learned from Motrin’s mistake. For example, we’re no longer a “9 to 5″ society. Bloggers and tweeters don’t stop working on the weekends, and neither should those in the communications feild. For more lessons, check out http://www.costadevault.com/blog and let us know what you’ve learned!
Forget what I personally I think about the ad, I’m not the target. It’s just surprising that the intended audience would have such a strong reaction to the ad and it still went live.
For the love of Pete, you people can blow stuff way out of proportion. It’s an ad. If you want to pack your kid all day long, go for it, have fun.