Motrin Mom
Q1. Why did this ad offend?
Many mom bloggers found the ad "snarky" and "insulting" especially when relating to the baby belly swing. They apparently went wrong in creating an ad that moms can relate to, instead causing the new ad campaign to backfire completely.
Q2. How did the company handle it?
I believe the company handled it every way they could. They made a public apology and took down the ad. You can find their statement here.
Q3. As a PR consultant, how would I have handled the situation?
I believe I would have handled it the way Motrin did. Simply taking down the ad first, and then a full step apology statement. Also asking advice from readers as to what would relate to them more. Watching the ad I personally did not find it insulting, or rude. However, I am not a mother nor understand the extent to what the go through when dealing with kids on a daily basis, therefore, I would be no one to make that judgement call as to whether the ad was offensive or not. Apparently when most of the feedback was negative, something is done wrong. Therefore, a full step apology and asking for advice as to what Motrin can do in the future to help relate to their customers. Maybe free sample packets of Motrin to all customers who were incredible offended.
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I agree on the way Motrin handled the backlash. They took all the necessary steps and made sure they apologized. I like the idea of giving out free samples of Motrin to the moms who were offended. Great thinking!
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