I think the Motrin ad execs should have read Ryan Block’s (btw, he’s the creator of Engadget) March 13th post The era of “all press is good press” is so very over.
It seems that a few out-of-touch ad execs created a shockingly poor ad campaign that manages to insult mothers in general and give an extra kick-in-the-gut to babywearing moms.
Twitter and the momosphere was immediately buzzing with offended moms expressing their outrage.
If you missed the Twitter action, you can get a recap in this video by Katja Presnal.
If you haven’t seen the ad, Barb from Perfectly Natural Photography typed out the video verbatim and I’ve included it below.
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.
Twitter went wild with rage.
Jessica Gottlieb recommended using a #motrinmoms hashtag for the discussion and “a few hours and two thousand tweets later #MotrinMoms is the #1 search on Twitter, eclipsing SNL for the first time since Obama was elected”.
But then someone posing as a Motrin fan created a twitter account called MotrinMoms and started throwing out snarky tweets.
Bloggers like Adventures in Babywearing responded with blog and vlog entries to remind the world that babywearing should not require pain medication.
So it’s turning out to be an interesting example of “bad press” going viral.
The question is will Motrin benefit from their name flooding headlines, posts and tweets? Or will their mistake prove that the days of “all press is good press” are over?
What do you think?