This picture was part of an ad that Motrin put out targeting mom's but in the end it backfired. Moms found the ad to be an insult to moms and offensive. Customers blamed Motrin for not knowing who their target market is.
Motrin then responded with this :
I would have released a damage control commercial with a sincere apology to the mothers instead of the small sorry note they put up online. The response that Motrin put out was very impersonal and didn't seem like they cared or were sorry at all.
One site called the Motrin ad a success because the ad went viral. It was the most talk about thing on the web and made major network news. Weather this was their intention or not, Motrin definitely gained a lot of publicity.
Viral marketing can be very harmful in these situations. I do not think this was a success because they actually lost customers. I viewed a blog where a mother said she would rather use a generic brand than Motrin after viewing the ad. That is definitely not what I call success.
ReplyDeleteI agree with your idea about not seeming like they cared. They definitely should have looked at their market more carefully.
ReplyDeleteI agree I would've put out a damage control commerical and made a more sincere apology and ended it with " Again we apologize sincerely..we feel your pain" (cleverly putting their tagline in there)
ReplyDeleteI don't see why so many moms took this in a bad way. It's pretty humorous and I think the ones that took it the wrong way need to get a sense of humor. Yeah, it sucks that Motrin received a lot of backlash from this advertisement, but they also go a lot of publicity from this whole thing. I think that they were successful in getting their name out there.
ReplyDelete