Have you heard about the brouhaha over the pain reliever Motrin’s recent advertising campaign? Motrin targeted baby-toting moms who suffer from back and shoulder pain by placing ads like the one below:

“Wearing your baby is in fashion. There’s the front baby carrier, back carrier, sling, shwing and the pouch. Holding your baby so close is supposed to make them cry less. But what about me? I think I cry more. Carriers put a ton of strain on your back and shoulders. But I’ll put up with the pain because it’s a good pain, a worthy pain. And it totally makes me look like an official mom, so if I look tired and crazy, people will know why.”

From what I read in the blogopshere, moms believed that Motrin’s opening line “Wearing your baby is in fashion” was demeaning. They objected to being told they could look “crazy.” They maintained that a properly-fitting carrier results in no pain and, in fact, wearing a baby carrier is an enjoyable way to bond with babies, not a burdensome chore. They flooded the makers of Motrin (McNeil-PPC, Inc) with complaints and threatened boycott. Hell hath nor fury like a mad (and probably sleep-deprived) mom!

So, the company pulled the advertisements. And apologized on Motrin.com:

Nov 20th

So…it’s been almost 4 days since I apologized here for our Motrin advertising. What an unbelievable 4 days it’s been. Believe me when I say we’ve been taking our own headache medicine here lately!

Btw – if you’re confused by this – we removed our Motrin ad campaign from the marketplace on Sunday because we realized through your feedback that we had missed the mark and insulted many moms. We didn’t mean to…but we did. We’ve been able to get most of the ads out of circulation, but those in magazines will, unfortunately, be out there for a while.

We are listening to you, and we know that’s the best place to start as we move ahead. More to come on that.

In the end, we have been reminded of age-old lessons that are tried and true:

When you make a mistake – own up to it, and say you’re sorry.

Learn from that mistake.

That’s all… for now.

Sincerely,

Kathy Widmer
VP Marketing
McNeil Consumer Healthcare

Now, the ads did not offend me in the least, and I was taken aback by the uproar. Yet, I don’t have a problem with the moms’ reaction. In fact, I detest when others characterize a protesting group as being “overly sensitive.” Or, roll their eyes and complain that we’re a country that is forever yielding to “political correctness.”

Clearly, McNeil miscalculated when it designed this campaign. There were probably women like me sitting around the conference table as the idea was bandied about, having no clue that the campaign would ignite a firestorm of anger. Instead of wooing their target market, the company pissed them off. Mistake. Big marketing mistake.

And the women who were offended by the ads have every right to speak up. In this country that celebrates free speech and a free-market economy, raising a ruckus and voting with our pocketbooks is the American way.

But, my favorite part of this whole saga is one line in the apology note:

“When you make a mistake, own up to it and say you’re sorry. Learn from that mistake.”

How refreshing! I just may go and stock up on Motrin to show my support for a company that can say, “Oops. We screwed up. Sorry.”

What’s your take on the commotion?