We’ve been talking about Motrin’s issues with Mom’s who found their new ad condescending, patronizing and disrespectful. Our armchair quarterback response is that J&J should have engaged moms online about this approach beforehand rather than lobbing it over the fence the way they did. Several of us felt Motrin can get past this if they keep the moms engaged while they now have their attention. The worst thing they could do is to retreat and pretend like it never happened.
This also acts as a word of warning to brands. Brands may think they don’t need a social media strategy but they may be dragged into it kicking and screaming like J&J. Also, the old rules of PR and crisis management may not hold up too well online. Other conclusions or learnings?
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All publicity = good publicity. We’re talking about Motrin and about J&J. Marcus used Motrin after hearing about this bruhaha the other day… I bet he’s not alone.