Sunday, November 16, 2008

Hell hath no fury like a MotrinMom

Until now, my experiences in watching the power of Twitter in action from day to day has been like going from skates with keys to a Lambourgini. Today's TwitteReaction to Motrin's newest ads took me to Mach 1.
Coinciding with International Baby Wearing Week, the Motrin ad attempts to connect with aches and pains of motherhood focusing on the strain of carrying a tot in a sling. Moms (and dads) go through a lot of pain out of love for their kids. However, the ad has become a royal pain in the ass for folks that see it as a slam.
TwitteReaction has tracked comments ranging from disdain over Motrin's implication that baby slings are a fashion statement to seeking sincere retractions from the company.
While parents are sending signals over slandered slings and issuing kudos over effective social media efforts, Tweeters in another corner are recommending Motrin for dads dealing with the manic moms and suggest the squealers put forth similar efforts into more justifiable causes like homelessness, world peace, and other altruistic causes.
In less than 24 hours, the social media stir has literally shut down Motrin's webpage and emails from Motrin's VP of Marketing Kathy Widmer have been issued. Still, many baby toters are boycotting and banking on more action from the company before putting down arms.
As a side, Motrin is produced by Johnson & Johnson, a company that has put consumers, medical providers and employees first in their credo. The company's mission statement is held in high regards as an example for others to follow.
I strongly believe in everyone's right to an opinion and in sharing those opinions with folks that can instigate change. At the same time, I oppose the crowd mentality, the confused sheep that bleat before they think, running from the safety of the pen to the open highway without looking both ways.
Johnson & Johnson is pulling the video ads but print ads will be out there. Beating a dead horse will only cause more headaches and sore butts. The folks at Johnson & Johnson do not appear to be wolves in sheeps' clothing, but instead are probably just like your neighbors, trying to make a living in spite of baaaaaad aaaaadvertising.


  1. Glad that you explained this Motrin controversy, which I could not pick up from observing the Twitter tweets. Wow....

    BTW, this twitter thing is rather fascinating. Sorta like having a camera follow you but you decide when to turn it on...

  2. I am still learning to organize my twitters or is it tweets? Obviously I'm still learning the lingo, too. I am amazed by the amount of information that is exchanged in literally moments. I also am finding information at a click - things I wouldn't KNOW to search are at my fingertips. A great tool as long as it doesn't progress faster than our sense to deal with the implications.
    Thanks for the comments!

  3. The mind has the capability to adjust to the speed of incoming information and process it effectively. Just takes some training. There really is no limit.

    But as with most things in life, there is a positive and negative component.