Comments on: Twitter Makes Motrin Feel the Pain – #motrinmoms

By: Paulina

Paulina — Wed, 19 Nov 2008 21:33:42 +0000

All I have to say is when you read the comments on Twitter, you can’t do anything else but to agree that suits and “marketing people” should no be making marketing campaigns decisions such as this, when they are not truly involved on social networking. Nowdays, grassroot campaigning is as important as the big bucks ads. And the easiest way to do grassroot campaigns is via social media.

By: Mike Rupert

Mike Rupert — Tue, 18 Nov 2008 22:36:03 +0000

I get it … well, sort of. If you upset, as Mark says, one of the most powerful blogging communities you will pay. Ask Nalgene and Avent how their pretty water bottles sold after the BPA issue hit the mommy blogs. There were lines at Baby’s R Us for weeks with people returning bottles. A few moms changed an entire industry in less than a year, despite the fact that the BPA debate had been ongoing for 20 years. Perception is reality and when it comes to children, I have three, you act first and ask questions later.

By: Heather Lovett

Heather Lovett — Tue, 18 Nov 2008 20:57:19 +0000

Like everyone else, I don’t get it. Not to offend the already offended mothers, but really? That’s the battle you want to choose? It’s an ad. Get over it. Good for you that your back doesn’t hurt from carrying your kids. If it does maybe Motrin can help. That’s what I got from it. I agree with Claire. The only thing that would remotely get me going about this (if I was super sensitive) is insinuating that I think carrying or slinging my baby on my back is for fashion. Parents carry their children. Sometime they push them in strollers. It’s not hip, it’s necessary. I’m almost offended that these mothers don’t have anything better to do than attack Motrin. If they have all this time why not try to save the world not their egos?

By: Claire C

Claire C — Tue, 18 Nov 2008 19:57:56 +0000

Me, like many others here, don’t find this ad particularly offensive either. The only thing that I could imagine pissing me off would be the first commercial line: wearing baby seems to be in a fashion”. I believe the majority of moms don’t “wear baby” to jump on the band wagon and join the fashion trend.

I actually agree with Becky on the “publicity” part as well. Although it’s generating somewhat considered-to-be negative publicity, its name “Motrin” successfully became a related phrase to “Moms”. And I believe for some people, even with their impression on how Motrin pissed off them as moms, they might still pick up a Motrin product when they really encounter pain resulted from baby carrying since it might be the first brand name that pops out in their head.

Back to the online issue management. Nowadays, it’s like 100 times harder than before to prevent negative publicity from spreading with technology as a prior communication channel for general audience (especially the segment who often seeks for information or who are opinion leaders). On contrary, it’s also easier to spread “the good”. It’s interesting to see those moms making videos to respond to the ad and speak out.

In Taiwan, we have a huge “bbs forum” that stands as a podium on which you can talk about anything, any topic you want. What you say on the forum can immediately become news the next day. For communicators of our generation, major caution concerning online management is required when conducting any campaigns or controversial decisions. Because it’s really not fun to mess up with this online audience.

By: Carol

Carol — Tue, 18 Nov 2008 17:40:33 +0000

Now that I have seen the commercial, I could see how it could have offended moms, though I myself don’t find it offensive; possibly due to the fact that I’m not a mom. I do feel that the company could have used a different tactic in getting their message accross how motrin can be benificial to moms.

I noticed the fact that motrin has officially apologized to those moms that took it offensively. Which is a good start; I agree with the comment that stated that they should go further and apologize to the moms on twitter.

This deffenitely is a wake up call to Motrin that social media is out there and I’m sure from now on they will be more intuned. I think this is a good opportunity for Motrin to interact with those who took offense to the ad and ask them what they do to avoid pain and possibly survey them if the use any type of painkilers during motherhood. I’m sure there are a lot of moms like Mia that have experienced a lot of back pain and muscle aches from carrying a child.

Though it’s hard to tell what Motrin will do, I do think positive or negative criticism is important. How else are we to know that there are others people’s needs that we have not spoken to. It’s the perfect learning opportunity and I believe Motrin is able to make then negative comments work for them.