Motrin, a US healthcare company put on their home page a large video advert with the basic premise that mothers who carry their babies are likely to get back ache and their pain killers are right for the job. Nothing wrong with that, however the message was ill-judged “Wearing your baby seems to be in fashion…” going on to “supposedly it’s a real bonding experience”. Oh dear. That ‘s the sort of language that stokes the fire of mothers. There once was a time that they would have complained to each other at the NCT meeting (or whatever the US equivalent is), more recently a few might have blogged about it. But there is overhead in setting up a blog, and you need to think about what you write. Not so for Twitter. Twitter is low cost of entry, instant gossip.
Over the weekend Twitter has been buzzing with mums complaining about Motrin and their ad at #motrinmums. Look at the stats. From nothing to hundreds of negative sentiments in a matter of hours. Over a weekend.
It will be interesting to see how long before the ad is pulled. Will one person take responsibility, make the right decision (and do the right thing and apologize), or will it be a decision by committee and ultimately hurt the brand?
I started with the title “why you should care about Twitter”. Not so long ago I would talk to people about blogging and its importance to the enterprise and was told it was not relevant to that persons organisation. I’m surprised at how many CxOs I talk with today either don’t know what Twitter is or don’t seem to care. This is a good wake-up call. (Oh, and I picked this story up on Twitter via Jerimiah).