Motrin markets to moms -- and gains a pain
Motrin learned the hard way this weekend that while mothers are an attractive and powerful demographic for purchasing power, an ad that comes off the wrong way can be a really unfortunate thing.
It all started when the company ran a spot promoting Motrin as an antidote to parenting back pain. Now that's something lots of parents experience; I wrote about it several years ago. But this particular ad said the problem lay with "the fashion" of wearing your baby in a sling, pouch, Baby Bjorn, etc. To lots of moms who twittered furiously about it and got in touch with the company, this was an insult -- they wear their babies to keep them close, not just to look like "official moms" (the ad's language).
There's a good summary of what's been happening on the New York Times' Motherlode blog. Here's one blogger's response. And you can follow the Twitter discussion here.
And the Motrin web site? I couldn't even call it up just now. But here's the ad in question, still alive on YouTube:
Baltimoresun.com's 
Comments
1st Tweets ~ timeline & chart updated #motrinmoms… http://tweetip.us/lknkw
Posted by: tweetip | November 17, 2008 12:27 PM
I have about 5 different baby wearing devices. I took my daughter to work and wore her in a sling, I toured Boston with her in and Ergo carrier. She loved it, I loved it, my back hurt but I made my choice based on my research and what worked for us.
I think the uproar is a little silly. If I had seen the same ad on SNL I would have laughed and thought it was right on.
Posted by: Stephanie | November 17, 2008 12:39 PM
Whoa. When you're a mom, your back hurts pretty much all the time no matter how you carry your baby. Your head hurts too. Your eyes burn from lack of sleep and your feet are always aching. I won't even get into all the less-mentionable ailments you endure. Ibuprofen is good for a lot of these problems. It's just too bad the ad writers here seem not to "get" the whole mom thing. Being a mom can be painful. Motrin could help. Less flip and more to the point would have worked better for them.
Posted by: Stacey Alatzas | November 17, 2008 1:12 PM
Making fun of your target market is generally an advertising no-no. Women and SAHM do encounter a fair amount of patronizing attitude out there in the world, and probably are less apt to find it funny than most. Note to advertisers: we aren't really all vapid 20something fashionistas. Actually, practically none of us are. Next time, try a focus group before making fun of mommies, 'kay?
Posted by: Momof2 | November 17, 2008 3:23 PM
I had a couple different baby carriers, and they are the only way I got anything done when my second child was born. I had a sling that allowed me to nurse her hands free and discreetly, so I could read to my son or fix him a snack, or even grocery shop. Yes, my back hurt sometimes, but I figured that was a sign that it was time to take off the sling and sit down. I'm no marketing exec, but I can think of a dozen different ways Motrin could have done this ad that would have been less obnoxious. What I found most obnoxious was the implication that mothers only wear their babies "to be cool."
However, I also don't think it's neccesary to get into a big uproar and contact the national media. I'll just simply not buy Motrin. The generic is cheaper anyway.
Posted by: Kayris | November 17, 2008 9:37 PM
You might want to check out MOMbo TV's perspective on the Motrin fiasco. I agree that some people got way too worked up, but MOMbo's criticism of the ad is one that I can understand. http://www.mombotv.com
Posted by: Arecely | November 18, 2008 11:04 PM
Ridiculous! I am sickened by this "ad" for Motrin! I will not buy this product anytime soon (not that I normally do). If you have the proper type of baby carrier, and wear it right, you wont be in pain! They are mocking moms who wear their babies, and pretending it is because they want to help. ugh.
Posted by: Beth | December 31, 2008 3:17 PM