November 20th, 2008

More on Motrin Moms

Earlier today, Kathy Widmer, the Vice President of Marketing for McNeil Healthcare, had a bit more to say about all that they have learned over the past few days – and how they are trying to figure out how to put those learnings into practice.

From Kathy:

So…it’s been almost 4 days since I apologized here for our Motrin advertising. What an unbelievable 4 days it’s been. Believe me when I say we’ve been taking our own headache medicine here lately!

Btw – if you’re confused by this – we removed our Motrin ad campaign from the marketplace on Sunday because we realized through your feedback that we had missed the mark and insulted many moms. We didn’t mean to…but we did. We’ve been able to get most of the ads out of circulation, but those in magazines will, unfortunately, be out there for a while.

We are listening to you, and we know that’s the best place to start as we move ahead. More to come on that.

In the end, we have been reminded of age-old lessons that are tried and true:

When you make a mistake – own up to it, and say you’re sorry.

Learn from that mistake.

That’s all… for now.

2 Responses to “More on Motrin Moms”

  1. Leeanthro says

    I talked a little about this on my blog.

    I don’t think I was as deeply offended as some other women, but I did think the ad was ridiculous. I figured that some green 24-year-old without children came up with the ad copy.

    I wear my children sometimes and I have to say that it is easier to carry a child while using an appropriate carrier than perch him on your hip without any help.

    I think that what some businesses forget is that women (particularly those that blog) are educated and influential. And ads such as this one talk down to those of us how are trying to raise our children with the best intent. While the ad was not accurate (baby wearing when done correctly alleviates pain rather than adds it), it was condescending implying that us babywearers do it to be fashionable.

  2. AlexF says

    I think that you over reacted by shutting down the motrin site and failing to engage with the audience that you were trying to reach.

    What an opportunity for a focus group.

    In reality the analysis of the social media metrics available now indicate the reach and brand impact is not statistically significant.

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