So, what exactly went wrong with Motrins ad?

Dabitch and Perle

Was it the tone of voice, or rather snark? Was it not understanding the
market? Was it offensive to 'babywearing' moms? Was it underestimating
a mothers pride in her choices? Was it just being totally clueless
about actual mom-habits when they snarked about baby-wearing being "a
fad"? Was it offensive for calling practical "fashionable"? Was it the
wrong copy, or the wrong strategy?

Your five cents wanted. Meanwhile if you missed it, you can catch up here.

  • The #Motrinmoms search on twitter.
  • The "How to Boycott Motrin for Bashing Babywearing" post.
  • The Youtube video with anti-Motrin tweets in it
  • The removal of the ad and apology email from Motrin.
  • My take on it - hated the kinetic font thing.
  • Caffeinegodess' take on it Motrin causes self headache
  • Marketingpilgrims take
  • and last but not least The offending Motrin advert
  • about the author

    Dabitch Creative Director, CEO, hell-raising sweetheart and editor of Adland. Globetrotting Swede who has lived and worked in New York, London, San Francisco, Amsterdam, Copenhagen and Stockholm.