Motrin Video Campaign May Cause Major Headache

By Michael Dorausch, D.C.

The problem with taking medications, is there are always side effects, and sometimes they’re not the kind of side effects one would expect. With the growth of social media, we are increasingly seeing undesired side effects, from companies seeking to market their brands to consumers. An example playing out today on twitter, is a major fail for the manufacturer of Motrin, as evidenced by the backlash coming from a #motrinmoms discussion, taking place basically all day today.

It all started out rather innocently enough, with manufacturers of Motrin launching a video ad campaign related to wearing your baby (as they say, it seems to be in fashion). There is talk about it being a great idea in theory, but the remainder of the video pokes fun at the entire concept of bonding with one’s baby (at least that’s how I took it). The pitch comes with talk of babies causing a ton of strain on one’s back, neck, shoulders, and again, ones back. There’s thousands of different opinions on this video, you can watch it here.

http://www.youtube.com/v/Mztymu72l7c&hl=en&fs=1

Now I understand Motrin is in the business of selling people drugs, that’s how they make their money. But did they even consider who they were marketing to? I mean let’s think about it, moms (and dads for that matter) are carrying babies closer to their bodies. As an expert in spinal integrity and postural balance, I think that’s a good thing (not to mention the psychological and other benefits).

So if you’re like me, you may have noticed that this video appears as an attack on bonding with one’s child. It’s all meant to be light humored I suppose, with babies in the video being referred to as “these things” that put a ton of strain on your back, your neck, and your shoulders.

Andy Beal over at Marketing Pilgrim has his suggestions on reputation management for the Motrin video campaign. He offers some pretty solid thoughts on what they should do now.

I guess Motrin’s whole point is that you shouldn’t have to put up with the pain, even though it’s a “good pain.” Excuse me, but are they freaking retarded in the Motrin ad department? I wonder which marketing genius could tell me what’s good about degenerative joint disease, osteoporosis, early onset of arthritis, and other major health risks moms could likely be covering up in order to look like an “official mom”?

That last part really has me wondering why they launched this campaign in the first place. In my experience, moms and dads that are choosing to carry babies close to their body, are also doing other things to maintain good health such as: attending yoga classes, taking Pilates, incorporating meditation techniques, purchasing organic foods (for themselves and their children), utilizing natural chiropractic care, acupuncture, and other holistic ways of living. Taking pills just doesn’t seem to fit.

I’m biased towards chiropractic care, just as a drug dealer would be biased towards chemically duct taping one’s body’s natural communication, when it comes to the symptoms related to baby carrying activities. I understand that. I’m sure they’ll get plenty of people using the product for this purpose, but I have to imagine there’s a great number of moms and dads out there that don’t want to medicate their lives away in ignorant bliss.