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Johnson & Johnson’s Motrin is supposed to ease back pain. Instead, it ended up being more of a pain in the backside for J&J, after an attempt to get cute and patronising with moms backfired in the face of the healthcare giant.
The online and print campaign for Motrin, created by Taxi, New York suggested that mothers carried their babies as fashion accessories. Ooh la la, what a faux pas that was.
The campaign, which broke on the 30th of September 2008 has now been officially pulled. And it all happened over the weekend.
On Friday evening, Jessica Gottlieb an influential blogger from LA, who admits to being ‘tipped off’ about the campaign, started twittering about the campaign in a not very friendly way. Next day, Katja Presnal, a New York blogger collected tweets from upset moms, stitched together a rough video and posted it on YouTube.
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