I’ve been saying a lot lately how social media basically helps marketing succeed or fail faster. In a timely testament, a Motrin campaign is giving us a lesson in what happens when you fail.
The Motrin site, which was taken down at about 9:20pm Sunday night, targets new moms suffering from carrying their newborns in slings and such. It even offended me. Partly because I’ve been an equal participant in the behaviour characterised in the ad. And partly because it’s weak creative–not Taxi’s finest hour.
- It shows the strategy instead of coming up with an insight
- The insinuations are ignorant–’babywearing’ is in fashion? What did ancient cultures around the world use for their baby-carrier pain in the days before Motrin?
- It insults moms (and dads) who of course see baby carriers as liberating because they help them get out
I’ll let you get the story of how this conversation spread at Mashable, which went live as I was typing this.
