Earlier today I got a tweet to check out an advertisement by Motrin.com. I did. I was furious and I asked the other mommies on Twitter to talk about why they’d never again use Motrin.
Here’s the tweet
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.
Follow me on Twitter, and if you’re looking for more on the #MotrinMoms story do send me an email. I’m the mommy with the hashtag on the left.
Jessica Gottlieb can be found at onlineauthor at gmail dot com.
Thanks for posting about this – I just shared my own take on the ad campaign and have a much better way that Motrin can reach moms… http://www.rolemommy.com/blog/undercover-mom/motrin-gives-new-moms-a-headac.php
It is amazing to watch how something can go viral so quickly! Glad you sent the original tweet. I am follow you now, BTW.
Wow, talk about an advertising FAIL. I’m not sure that an apology is necessary, but Motrin should definitely reexamine how they gather info on what will appeal to their target market.
This reminds me of those terrible Brooke Shields VW ads that seem to mock the very women they’re trying to sell to. So bizarre.
Last night I casually dropped in to Twitter expecting to say hello and enjoy the rest of my evening with a good book. When I read your tweets I had to go see the ad for myself. I am outraged! And spent a good part of last night helping get the word out by tweeting my dismay. I have blogged about it today and asked others to do so too. The ad may have been intended to be funny but I am not amused Motrin. No, not at all.
I’m outraged by the Motrin ads, but have to say glad about the response on twitter and the blogosphere.
Motrin – you cannot mock your consumers. Pissed off bloggers & tweeters are not what you want.
My response, including text of my email to Motrin, is at http://www.thesmartmama.com/bg/index.php?option=com_content&task=view&id=185&Itemid=23
Smart Mamas Do It All Naturally
jessica, you are awesome!
My god, Jessica, we are talking about the Twitter debate on my online Mom’s forum. And I don’t think any of the other ladies know you. My worlds are colliding.
Jessica do u want to talk via phone about controvers– I am first blogger/media to contact Motrin agency and posted info. I hear you may have been first to post on issue? See my post at http://tinyurl.com/mmotrin You can email me at [email protected]
#motrinmoms ~ 1st Tweets ~ timeline/chart… http://tweetip.us/lktym
Thanks for your comment on my 6 point analysis of why this motrin ad is as big of a fail as it is, Jessica.
(and it looks like you’re the mom to watch on twitter!)
Makes no difference to me. I don’t like non-prescription drugs.
Thanks for giving me a reason to get posting again! The cool thing is that if you hadn’t started this then many of us wuld have been oblivious to how Motrin views it’s consumers–moms.
It was terrible, insulting, belittling and embarrassing for Motrin.
Thanks for the alert!
Jessica, it looks like we have another ‘Target-style’ blunder via Twitterville…sheesh. When will these companies ever learn that ‘alternative media’ mavens ARE their audience fergoshsakes!
Ping me offline on this, as we’re extending our “All Things Girl” week on Shaping Youth, and somehow, “moms, motrin, and media” fit right into the mix of why snarky advertising is missing the ‘target’…Amy J.
Ironically the other day was the first time I wore my second daughter and I came home to find your tweet about this Motrin ad. I was appalled and informed my husband who was also miffed by it as he loves to wear our first daughter while he does work around the house. I even told my mother who used to wear both my sister and I (Motrin is misinformed if they think babywearing is a trend or fad, as that was about 23 years ago) and she was shocked. I am glad you brought this to the attention of the mommy community online. I am really surprised at the fact they would find this to be an acceptable ad and am sure they will see what offending moms can do to their profits.
My post is up about this: http://www.babybunching.com/baby_bunching/2008/11/baby-bunching-4.html
WOW! What a turn-out for one Twitter!! Way to catch something FIRST, Jessica!!
Kelly, I don’t think you need a motrin. I think you need a drink. I’ll buy.
Great work yesterday Jessica. Pretty crazy what some mad mommies can do!
get over it babies!!! im outraged….im sad….im angry…i have boobs…whoop-tee-doo princess…i gottem too
Jessica, find a more worthwhie cause! How old are you….14? Why did you personalize this very innocent…and cute…ad?
Wow. Thats pretty much all I can say. It’s really weirdo people like you and your fellow “baby-wearing” cult members who make America such an insuferable place to live. You are the reason why things need to be politically correct. Supposedly this whole baby-wearing thing is like natural and easy going…Well I don’t belive that because all these women seem really hostile and ridiculous. And I mean wow, banning Motrin? All those crazy elderly hormones must be fogging your minds because the few baby wearing moms who actually do ban it won’t hurt the company one bit. Oh, and if you’re going to ban something why don’t you ban meat companies since they pump your food full of hormones and pestacides, or PetSmart for endorsing and using animals from Rainbow Tree Exotics which might as well be a biolgical warfare plant with all their animals dieing from discusting diseases. I mean seriously, you either have a lot of time on your hands or just an incredibly boring life to care about something so insignificant.
i just came across this “mommy war” – i never comment on stuff i come across on the internet mainly because i don’t have time. i don’t have time because i am busy raising my children and being a good mother and wife to waste my valuable time. i have kids. i have worn them. it causes pain after a while (which is the point motrin was making). but in the bigger scheme of life, for you and the mothers engaged in this “war against motrin” to waste your time on something like this is pathetic and time consuming. you should go back to your life. maybe go outside. play with your kids. be a good mother and wife and stop wasting your time complaining. i’m sure your husband would appreciate it.
I have seen you take on 1. Homophobes 2. The Christian Right 3. Racist and people who want to send all immigrants back to there homeland
But nothing has brought out the crazies like this.
Take on corporate america and every nut case comes out of the woodwork.
Does Johnson and Johnson have all of you on their payroll?
What???? dont you have babies to take care of….how do you have time to actually get a hold of motrin and have them remove an ad…which by the way, there is nothing wrong with????
much ado about nothing. outraged over what? if ur so secure in ur parenting, how can an ad like this *outrage* u? an example of more “tolerance” from the secular progressives. awesome!
take a, ahem, pill! ;)
I saw your article and just thought it was amazing the impact you had with moms across the country. I just wanted to show you a new online tv show made by mothers for mothers and see what you thought. I could even arrange an interview or online talk with you, Jen and Barb if you like what you see. It is located at http://www.jenandbarbmomlife.com
Has been fun working with them and I thought that you might get a kick out of the show. They are short 5 minute episodes that I think mom’s across America would love to see. Let me know.
Here’s an update on Motrin’s current ad:
And here is the post on the original fiasco and my opinion on what went wrong: http://jbhmarketing.wordpress.com/2008/12/26/motrin-ad-update/