Motrin, Social Media, and the Brand Manager’s Bad Day


Brand Managers have a new world to live in. No longer can they sit back and decide such things as when, to whom, where, and what information they will deliver to the world. They must now worry about how quickly they may need to respond if something goes terribly bad. Social media has reduced the feedback cycle time to seconds, not weeks or months. Reaction time is so short that any misstep will cause brand value to plummet faster then the price the rare spiders at an arachnophobia convention.

Blog Social Media Buzz

I ran across a marketing blog post (Motrin Babywearing Ad/PR Debacle) and it referenced Motrin ad and baby carriers. I was curious. Normally I would not go hunting down this type of discussion but for some reason this caught my eye. I viewed the YouTube ad and posted a comment on the blog.

TweetDeck Global Search

Continuing my curiosity, I used my TweetDeck (Twitter Interface) to set up some global searches for hashtags and phrases I thought relevant, and wow, did I get flooded with feedback. I specifically searched “#motrin OR #babycarrier OR #motrinmoms” for the hashtags. I also searched for “motrin OR babycarrier OR motrinmoms” thinking I would also capture all the people not using hashtags.

Firestorm an Understatement

My TweetDeck makes a sound each time it updates the deck, in this case my two searches. Those two columns of information have not stopped updating all day. There are some very angry moms out there and they are using Twitter to express their rage. There are also a bunch of folks that are very apathetic to this ad that can’t seem to understand why everyone is so upset.

Either way, there is a brand manager out there that is eating Motrin like candy right now …. wishing this firestorm would pass.

Good Hunting,

Post Post Update

Since I originoally put out this post there have been some interesting videos that have surfaced that I thought would be of interest.

Motrin Ad Parody: The entire Motrin Mom (motrinmom) episode could have been avoided if this ad would have been released because the negative and positive responses would have done nothing but improve the brand standing ….. and make a bunch of people laugh themselves wet.

Mad Motrin Mom Tweet Video: Here is a 9 minute YouTube video showing some of the responses posted by #motrinmoms moms on Twitter!

Outraged Baby-Wearing Mama: First of all, if this is outrage, then I don’t want people showing up and my house because I’m afraid how they’d label me! This is actually one of the best responses I saw given the firestorm on Twtiter.

Noise To Signal Cartoon

Found this great cartoon about the brand manager’s bad day!

About these ads

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  1. #1 by Scotty on February 2, 2011 - 1:30 am

    Overall a user friendly site, several great points! This is a well written, I will try to read your others posts.

    • #2 by Tim Rueb on February 2, 2011 - 8:07 am

      Thanks Scotty. Please leave some comments on the other posts you thought had some great points.

  1. 2010 in review [ROI HUNTERS BLOG] « ROI HUNTERS Field Journal

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