A word to all companies out there: Don't anger the womenfolk. If you want to sell a product, the best advice is to suck up to the person making the buying decisions. In most families, that person is dear ole Mom. And because of this, we have serious leveraging power to make or break any new or old product out there.
This weekend was a perfect example how the Internet is used in social marketing. The drug maker Motrin released a new ad targeting Moms who wear their babies in slings or carriers. It was supposed to be edgy and satirical in a sense, but they got the presentation way wrong. Instead, it made baby wearing a fashion statement instead of a well known way to comfort and bond with your little bambino. (And I might mention this is a global practice, not one limited to those who have access to Bjorn products.)
To even suggest that baby wearing is a fashion statement is completely sickening to me. My immediate thought was that Motrin was trying to compare baby wearing to those clueless, vain actresses on the red carpet who carry around a rat dog as an accessory.
Babies are NOT accessories!
Another serious flaw with their whole message besides the fact that it is offensive, is that slings and carriers are able to help parents physically. Instead of having to carrying a little one around in your arms all the time, these devices will allow the user to proportionately distribute the weight of their little one and provide LESS body strain. Thus making this argument that Moms out there need Motrin pretty much useless.
Didn't quite think that one through, huh, Motrin?
Over the weekend, there was a serious backlash from Moms around the Cyberworld including youtube videos like this. Twitter Moms went crazy over this and I know I am not the only blog out there writing about it. News and opinion travels fast in this day and age, so companies need to be more in tune with this form of advertising.
So, it begs the question - are Mamas more organized than we think? I mean, we are the largest organized gang in the world! If we don't like something, it will go down. If we find something that we absolutely love, it will probably be one of the best selling products on the market.
Companies beware - Mama Mafia is watching.
And one thing that you can be sure of - we will tell others.
Update on this post: Motrin.com has issued an apology and is pulling this advertisement. Check out their website for more information. But keep it short, we don't want to give them anymore attention. They need a time out!