If you have harbored any doubt about the power of the consumer over advertising and branding, this weekend the issue was laid to rest. The power of the consumer is an undeniable force to be reckoned with.
Painkiller brand Motrin recently produced a new advertising campaign targeting mothers of infants who suffer from back pain by wearing baby carriers. The campaign, themed "We feel your pain" has completely backfired on them in a 48 hour explosion that took place last weekend. In a case study on the power of social media that will likely go down in history, Motrin was hammered by consumers complaining by the thousands on YouTube, Twitter, and blogs everywhere. By the end of the 48 hour onslaught Johnson & Johnson's McNeil Consumer Healthcare unit is pulling the campaign, from the New York office of independent shop Taxi, and begging a vocal mommy-blogging nation for forgiveness.
Please read the entire AdAge article here. It is amazing.
Here's the commercial that outraged mothers of infants by the thousands. (SIDENOTE: Any similarities between this spot and the ones currently running for Ford's F-150 can't be a coincidence, but why???)
And here's the YouTube video that collects their comments in a nine minute embarrassment for Motrin.
Painkiller brand Motrin recently produced a new advertising campaign targeting mothers of infants who suffer from back pain by wearing baby carriers. The campaign, themed "We feel your pain" has completely backfired on them in a 48 hour explosion that took place last weekend. In a case study on the power of social media that will likely go down in history, Motrin was hammered by consumers complaining by the thousands on YouTube, Twitter, and blogs everywhere. By the end of the 48 hour onslaught Johnson & Johnson's McNeil Consumer Healthcare unit is pulling the campaign, from the New York office of independent shop Taxi, and begging a vocal mommy-blogging nation for forgiveness.
Please read the entire AdAge article here. It is amazing.
Here's the commercial that outraged mothers of infants by the thousands. (SIDENOTE: Any similarities between this spot and the ones currently running for Ford's F-150 can't be a coincidence, but why???)
And here's the YouTube video that collects their comments in a nine minute embarrassment for Motrin.
