Comments on: If I had written the Motrin Ad… http://writingroads.com/blog/2008/11/if-i-had-written-the-motrin-ad/ A writer's blog about strategic marketing with powerful words Thu, 18 Mar 2010 01:41:36 -0400 http://wordpress.org/?v=2.9.2 hourly 1 By: Any-Mom » The Motrin Mess http://writingroads.com/blog/2008/11/if-i-had-written-the-motrin-ad/comment-page-1/#comment-1415 Any-Mom » The Motrin Mess Sun, 07 Dec 2008 01:06:33 +0000 http://writingroads.com/blog/?p=520#comment-1415 [...] more: For the text of an alternative ad, see http://writingroads.com/blog/if-i-had-written-the-motrin-ad/520. Another great post on this topic is [...] [...] more: For the text of an alternative ad, see http://writingroads.com/blog/if-i-had-written-the-motrin-ad/520. Another great post on this topic is [...]

]]> By: Motrin Messes with Mommy-Bloggers and Loses at Space Ninja http://writingroads.com/blog/2008/11/if-i-had-written-the-motrin-ad/comment-page-1/#comment-1319 Motrin Messes with Mommy-Bloggers and Loses at Space Ninja Fri, 21 Nov 2008 23:06:40 +0000 http://writingroads.com/blog/?p=520#comment-1319 [...] by reaching out to their target audience to begin with. At least two bloggers have suggested rewrites. But mostly, everyone is impressed at the speed that this became a serious [...] [...] by reaching out to their target audience to begin with. At least two bloggers have suggested rewrites. But mostly, everyone is impressed at the speed that this became a serious [...]

]]> By: Motrin Messes with Mommy-Bloggers and Loses - Scott Vandehey's Blog http://writingroads.com/blog/2008/11/if-i-had-written-the-motrin-ad/comment-page-1/#comment-1318 Motrin Messes with Mommy-Bloggers and Loses - Scott Vandehey's Blog Fri, 21 Nov 2008 22:57:38 +0000 http://writingroads.com/blog/?p=520#comment-1318 [...] by reaching out to their target audience to begin with. At least two bloggers have suggested rewrites. But mostly, everyone is impressed at the speed that this became a serious [...] [...] by reaching out to their target audience to begin with. At least two bloggers have suggested rewrites. But mostly, everyone is impressed at the speed that this became a serious [...]

]]> By: Nakisha http://writingroads.com/blog/2008/11/if-i-had-written-the-motrin-ad/comment-page-1/#comment-1283 Nakisha Wed, 19 Nov 2008 15:29:06 +0000 http://writingroads.com/blog/?p=520#comment-1283 This is great. Because it shows that not only moms carry the baby/toddler and it sympathies with us but not in a condescending way. Great ad!!! This is great. Because it shows that not only moms carry the baby/toddler and it sympathies with us but not in a condescending way. Great ad!!!

]]> By: Bobette Kyle http://writingroads.com/blog/2008/11/if-i-had-written-the-motrin-ad/comment-page-1/#comment-1282 Bobette Kyle Wed, 19 Nov 2008 11:25:20 +0000 http://writingroads.com/blog/?p=520#comment-1282 Great writing, Julie. I think your approach makes much more sense. There are some instances where tongue-in-cheek or sarcastic humor work, but it was highly inappropriate for this campaign. Marketing 101 says you want to *attract* your ideal customers, not outrage them. Plus, pleasing the influencers (i.e. high-profile bloggers and influential Website owner) is very good. Pi**ing them off is very, very bad. If Motrin Brand Management actually understood babywearing -- and babwearing moms -- going into this campaign, the results would have been quite different. Perhaps there *is* a babywearing segment who's overriding motive is fashion and who tend to whine "what about me," but the price Motrin has paid in attempting to attract them is far too steep IMO. BTW, I've added your post as a resource in my <a href="http://www.websitemarketingplan.com/strategy/strategy/motrin-marketing-collides-with-social-media-motrinmoms/" rel="nofollow">Motrin Marketing Collides With Social Media</a> blog post. Great writing, Julie. I think your approach makes much more sense. There are some instances where tongue-in-cheek or sarcastic humor work, but it was highly inappropriate for this campaign.

Marketing 101 says you want to *attract* your ideal customers, not outrage them. Plus, pleasing the influencers (i.e. high-profile bloggers and influential Website owner) is very good. Pi**ing them off is very, very bad. If Motrin Brand Management actually understood babywearing — and babwearing moms — going into this campaign, the results would have been quite different. Perhaps there *is* a babywearing segment who’s overriding motive is fashion and who tend to whine “what about me,” but the price Motrin has paid in attempting to attract them is far too steep IMO.

BTW, I’ve added your post as a resource in my Motrin Marketing Collides With Social Media blog post.

]]> By: phyllis http://writingroads.com/blog/2008/11/if-i-had-written-the-motrin-ad/comment-page-1/#comment-1281 phyllis Wed, 19 Nov 2008 02:56:08 +0000 http://writingroads.com/blog/?p=520#comment-1281 well said!!!! well said!!!!

]]> By: Lisa Badalamenti http://writingroads.com/blog/2008/11/if-i-had-written-the-motrin-ad/comment-page-1/#comment-1229 Lisa Badalamenti Tue, 18 Nov 2008 08:20:02 +0000 http://writingroads.com/blog/?p=520#comment-1229 I love your wording! This is much better and would have gone a long way to create a positive conversation on line. Had this approach been used, a lot of bloggers would have focused the discussion around the company endorsing baby wearing not just for moms but for all the care givers in a babies life. I love your wording! This is much better and would have gone a long way to create a positive conversation on line. Had this approach been used, a lot of bloggers would have focused the discussion around the company endorsing baby wearing not just for moms but for all the care givers in a babies life.

]]> By: Motrinmoms: Tying up the loose ends | Crunchy Domestic Goddess http://writingroads.com/blog/2008/11/if-i-had-written-the-motrin-ad/comment-page-1/#comment-1228 Motrinmoms: Tying up the loose ends | Crunchy Domestic Goddess Tue, 18 Nov 2008 08:16:05 +0000 http://writingroads.com/blog/?p=520#comment-1228 [...] Julie Roads: If I had written the Motrin ad [...] [...] Julie Roads: If I had written the Motrin ad [...]

]]> By: Tawnya http://writingroads.com/blog/2008/11/if-i-had-written-the-motrin-ad/comment-page-1/#comment-1182 Tawnya Mon, 17 Nov 2008 20:55:58 +0000 http://writingroads.com/blog/?p=520#comment-1182 I think your version would have been a big hit with all the moms... I think your version would have been a big hit with all the moms…

]]> By: Anne Mayhew http://writingroads.com/blog/2008/11/if-i-had-written-the-motrin-ad/comment-page-1/#comment-1172 Anne Mayhew Mon, 17 Nov 2008 19:39:27 +0000 http://writingroads.com/blog/?p=520#comment-1172 Wonderful replacement - have you forwarded it to them? Just shows they should have started with a talented and creative mom to begin with! Wonderful replacement – have you forwarded it to them? Just shows they should have started with a talented and creative mom to begin with!

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