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Motrin Learns: Hell Hath No Fury Like Baby-Wearing Moms
by JD Rucker | November 16, 2008 at 11:36 pm
182 views | 12 Recommendations | 1 comment
by JD Rucker
When it comes to marketing, the first rule to remember is "know your audience". It's pretty simple, actually, but apparently not in practice by the marketing firm for Motrin.
They released an ad on their website and subsequently on YouTube that was supposed to appeal to "wear-your-baby" moms who utilize harnesses to have a hands-free experience when moving with their baby. It promotes bonding and makes carrying children easier.
The problem is in Motrin's delivery. They make it seem like a hassle. Now, blogs and "twittermoms" around the world are exploding with anger over the issue.
Note to self: when targeting an ad campaign after a specific demographic, try not to piss that demographic off with your ad campaign.
It sounds like a no-brainer, but apparently the makers and marketers at Motrin missed that memo. Instead, they put out this video that attempts to “relate” with mothers who use harnesses to carry their babies. The method is growing in popularity as it makes carrying a baby easier and allows for a stronger maternal bond. Motrin tried to attach their product to this.
They failed miserably. Here is a bootleg copy, just in case Motrin takes down the video.
At the time of this post, there were over 1500 responses on one of several Twitter threads denouncing the ad. Looks like Motrin took anti-advertising to the next level with this one.
November 16, 2008 at 11:36 pm by JD Rucker, 182 views, 1 comment
Most RecentMost Recommended Comments (1)
at 10:06 on November 17th, 2008
Oh my gosh - they really should think about their ad campaigns better. How silly.
So interesting though that something like this had such a backlash in the new media space; I love how it's such a medium for expression now.
Good story!