Angry Twitter Moms Motivate Removal of Controversial Motrin Ads

USA Today reports that the maker of Motrin, McNeil Consumer Healthcare, had to take down its ads for the painkiller medicine that moms believe poked fun of motherhood.

 

After the ads went live in magazines and online on September 30, there was a torrent of negative "tweets," or postings, via Twitter, YouTube videos and postings on other social networking sites.

With a main focus on new moms who carry their babies in slings, the ads promote Motrin as a solution to their tired, aching muscles.

However, new moms thought that the slings were presented as some sort of fashion accessory. (Slings seem to be the trend among celebrity moms such as Angelina Jolie, and Gwen Stefani). They believed that the ads relayed the message that even though toting around a baby can be tough, it "totally makes me look like an official mom."

According to Gene Liebel, director of user experience at interactive agency Huge, “Twitter moms took on Big Pharma.”

Twitter works by letting users communicate with text-message-like "micro" posts via cellphone, instant messaging or the Web. Many of its popular, regular posters have thousands of followers.

When the posts got overwhelming by Sunday night, McNeil sent an apology to bloggers, and posted a separate apology on the Motrin Web site on Monday.

"We have heard your concerns about the ad," says a statement by Kathy Widmer, marketing vice president. "We are parents ourselves and take feedback from moms very seriously. We are in the process of removing this ad from all media."

But David Smith, CEO of digital media agency Mediasmith, believed the company’s apology to be too “stiff.”

 

"Their current response looks like one from a committee, carefully drafted and oh so corporate. In a world where a bunch of blogger moms are commenting on (its) practice, a slightly more human response was probably called for," said Smith.

Liebel explains that McNeil should have responded and squashed the controversy sooner, but at least McNeil can now learn from this situation. Now that the company is aware of the power of Twitter bloggers, McNeil could use this group for future feedback on ads before launching them.

 

Liebel adds, "In the long term, (Motrin) will get smarter faster than other brands after getting through this."

To watch spoofs of the McNeil ad and consumer video responses, go to YouTube (News - Alert) and search with keywords "Motrin" and "mom."