Monday, November 17, 2008

Motrin's new ad campaign

I thought this was quite an interesting ad that I saw recently by Motrin. It seemed like it was a bit too aggressive for the moms and babies? Motrin, the maker of pain relief meds, and sub Johnson & Johnson, has just made a major stink regarding this ad they put on their site, I tried clicking on it today and was not able to get to their site.

Motrin were trying to target the “baby wearing” demographic. Twitter moms were outraged by the campaign and felt it completely missed the mark. By the time Motrin caught wind of the situation, the situation had spiraled into a PRdisaster. However, Motrin made an effort to connect with the community and quickly apologized.

Well here was a response from Kathy Widmer, VP of Marketing at McNeil has issued this statement:

I am the Vice President of Marketing for McNeil Consumer Healthcare. I have responsibility for the Motrin Brand, and am responding to concerns about recent advertising on our website. I am, myself, a mom of 3 daughters.

We certainly did not mean to offend moms through our advertising. Instead, we had intended to demonstrate genuine sympathy and appreciation for all that parents do for their babies. We believe deeply that moms know best and we sincerely apologize for disappointing you. Please know that we take your feedback seriously and will take swift action with regard to this ad. We are in process of removing it from our website. It will take longer, unfortunately, for it to be removed from magazine print as it is currently on newstands and in distribution.

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