Have you seen this ridiculous Motrin commercial? The one that says moms wear their babies because it’s in fashion, and to look like an “official mom.” The one that asks if baby wearing makes moms cry. Also be sure to watch the baby version, which claims moms secretly want to be committed. You know, for the quiet from the crazy sick, feverish kids who write on walls and put their hands in the toilet. It was brought to my attention my Katja Presnal, who created a great video response that is a collaboration of moms tweeting about how offended they are by the ad.
If you can get past the offensiveness of the ad (I know, it’s hard), there is a larger issue here. Companies are marketing to moms without any clue what moms think. This, to me, is just further evidence that all companies and marketers who want to reach moms need to hire a Chief Mom Officer like Jessica Smith.
I recommend you (and Motrin!) watch Katja’s video:
And keep an eye on the PR nightmare via this feed of posts tagged #motrinmoms on Twitter:
If you have posted about Motrin moms (I already see loads of mom bloggers tearing into them. Don’t mess with the moms, companies!), please post a comment here. If you leave CommentLuv checked, it will pull your latest post’s link in automatically.
PDF Related posts:
Kelby Carr
Kelby Carr is the founder and publisher of Type-A Parent. She also is the organizer of the Type-A Parent Conference. She is the author of the soon-to-be-published Pinterest For Dummies, Portable Edition. You can follow her on Twitter at @typeamom and circle her on Google+.
If you enjoyed this article, please consider sharing it!
21 Responses to Motrin's Offensive Mom Ad is Proof Companies Must Hire Chief Mom Officers
Leave a Reply
Type-A Parent Conference
Type-A Parent Conference 2012 registration is open! Type-A is in its fourth year, and will be held in Charlotte. Find out more at the official conference site.
Get Type-A in Your Inbox
For Companies and Firms
Get sponsorship information for Type-A Parent Conference 2012.
Type-A Parent Founder and CEO Kelby Carr is powered by Keurig K-Cups.
This PR disaster would have been easily avoided by using Mom Experts and enough market research to really get to know who is the real babywearing mom, and who is mom in general.
Katja Presnals last blog post..Motrin Makes Moms Mad
Absolutely! I mean, this really should be a no-brainer… you know, to actually have a “momologue,” to use their term, with moms BEFORE you make complete asses out of yourselves. Just a thought. Guess what companies. We know you know we spend a bunch of money. We aren’t dumb, and we know you WANT some. But you will NEVER get it without having an actual mom running and vetting your marketing materials and ad campaigns. Get a CHIEF MOM OFFICER!
Truly amazing how clueless these companies are!
Suburban Oblivions last blog post..Rockin’ the ‘Stache, and Not Because My Waxer Sucks
I agree. Motrin needs Mom Experts. I am so surprised that they missed the mark like this.
Frankly, I think the Mom-ologue ad execs have no clue who they’re messing with!
It’s not just Moms who love baby carriers, Dads have been swearing by them for years too.
I would not be surprised if Motrin came knocking on Jessica’s door saying ‘help me please!!” after this fiasco!
I can’t believe this company had enough forethought to unleash this ad DURING babywearing week, but not enough forethought to EDUCATE THEMSELVES on the issue before they created this condescending ad! Good grief!
Lisa @ Crazy Adventures in Parentings last blog post..Motrin’s New Ad = Wrong Message, Wrong Time, Wrong All Around
Power to the People, Baby!
Wow! This revolt is gaining awesome traction! I am not a mom but I was still offended by the motrin ad as a woman! Slings make you look like an “official” mom?! They make you look “tired and crazy”?! Puh-leeze!
I’m commenting here ’cause I am sooooo impressed right now with the power of social networking. I first heard about this dumb motrin ad last night on Twitter. Less than 24 hours later there’s anti-Motrin T-shirts being advertised on CafePress!!! How cool is that?! I hope the multinationals are taking notice: Blogs and social media are changing the way YOU should be doing business.
Go MOMS!
You know I just think the ad was poorly executed, not at all an attack on women or moms.
Where is the outrage for the issues going with women and children going on around the world?
4 year olds girls being asked to give oral sex? Congo women being killed and beaten to put it lightly? Teenage girls being abducted for sex slaves?
This is minute in the grand scale of issues that you all have somehow banded together on this week. And frankly, your power and energy can be used to put a voice to the REAL atrocities going on against women all over the world.
This is nothing more than a poorly executed ad with a resulting group think bruhaha.
Just totally missing the mark I think! Even as the mom of a teen and well past the baby years I’m offended.
Robyns Online Worlds last blog post..Win a Wii and Learn a Thing or Two
Agreed. Companies need to get with the program and rethink their marketing strategies!! Great post!
Here is my post on the subject.
ads like this lame attempt of MOTRIN J&J, definately support the chief mom officer concept and the value add a company can offer by having a C.M.O. Learn more about THAT MOTRIN @ http://www.Jessicaknows.net. YOUR many, many $$ go into an ad like that, I do not believe Motrin J&J you w/see the ROI you anticipated.
Quite frankly, I’m suprised at their very naive attempt at a cool/hip online ad. If you think about it- it IS a cool concept, “momologue” and all, it came close to a homerun, but struck out. that ad could have been JUST as popular as it has been UNPOPULAR if it had gone in a different direction with the actual CONTENT. CONTENT IS KING, or in this case QUEEN! You can’t just slap a mom label on it, and expect droves of followers MOTRIN, we actually listen and read to what you are trying to tell-sell. Underestimating your targeting demographic of consumers is a very, very basic MISTAKE. Wake up and smell the coffee, Marketing as we knew it has changed, it has been expanded to include the power of social networking.
Who on earth was in your concept/focus group? A few moms that were in the hallway at work that you pulled in to confirm your idea was as good as you thought it was?
meglyn lansings last blog post..Motrin is Giving Me a Headache!
I take offense at this ridiculous ad. How narrow minded and ill informed can they be? It astounds me that a company of this size can create such ill will to their target market. I needed ibuprophen yesterday. I’m glad that I bought the competitor’s brand!
carole@hippostoess last blog post..Workout at Home
“fashion accessory”, “crying”, “babywearing” and big pharma all in the same ad are not a mix that is destined for glory.
I can’t even figure out what they were trying to convey.
[...] their customers and potential customers viewed as cyncical, misinformed, tone-deaf, horrible and ridiculous. In short, they were offended, if not [...]
The feminist in me says I will not be patronized by advertisers. We still have much progress to be made. Here’s my take on the Motrin Advertising Gone Wrong ~ Twitter Moms Sound Off about Motrin
Cindi ~ Moomettesgrams last blog post..Advertising Gone Wrong ~ Twitter Moms Sound Off about Motrin
I can’t believe how badly Motrin went wrong on this one. I’d love to know how exactly they came up with this concept, and what they were thinking. What’s next – perhaps a hit on breastfeeding for “supposedly” being a healthy choice, while in reality it’s some sort of wacky trend? Maybe we might need some motrin for engorgement??
Kristie McNealys last blog post..Who’s Who in the NICU – Blogging for Prematurity Awareness
Your post brings to light a new position for moms. CMLO, Cheif Mom Liason Officer, a must have for any company promoting to moms.
Here in the islands, Ohana (family) and Keikis (children) are always a priority – at home and in business. As part of the Aloha Spirit, women are respected and honored – and consulted. May Aloha spread across America.
Mahalo (thank you),
Arleen Anderson
Twitter: @AlohaArleen
Blog: http://www.AlohaArleen.com
I decided to hit the makers of motrin where it hurts them and I am taking a better more natural alternative pain reliever, in fact I will feature a giveaway of the product soon so watch my Blog.
Terris last blog post..The Motrin and Mom’s controversy
I think Motrin needs good Mom Experts!
Mr.Coffee Makerss last blog post..Saeco Renaissance XX Automatic Drip Coffee Makers
Garmin 1490t Nuvi…
[...]we like to honor other sites on the web, even if they aren’t related to us, by linking to them. Below are some sites worth checking out[...]…
1.) Color Scheme…
2.) [...]example of a color scheme that I would like for my sites…