This past weekend, Motrin – a well trusted household brand came under the attack of one of the most talked about groups in the world of advertising and marketing today; the mom bloggers.
The odd thing about this story was that the catalyst was not a danger to children but instead the tone of an online ad. In trying to reach out and relate to young moms, it alienated them. It was initially viewed as condescending and insulting. The discussion surrounded baby wearing, the use of a carrier to hold your child. The concept is to keep the baby close to you while allowing you to use your hands. Simple, right? If only! The language was viewed as disrespectful and online hell broke loose.
Through the use of an online tool, Twitter, word spread with unprecedented speed. For those who are 'Tweeters', go get a cup of coffee while I give a quick primer here. Twitter is like instant messaging with the world where you ‘follow’ someone the same way you would ‘friend’ them on Facebook. You can also search topics and follow what others are saying about things that interest you. The most 'tweeted' about things rise to the top of the topic trend. (For more information about Twitter click here)
Less than 24 hours after the Twitterfest began we experienced a serious aftershock. The anti-social media, if you will. This is not uncommon in a large scale open forum. When a trusted brand is threatened many will come to its defense and start a counter attack. Others just love to mix it up in a good fight. Call it human nature.
Mommy wars fired up with a vengeance. Moms were judged for being too sensitive, for spending more time 'building their personal brands' than raising their kids and one analyst went so far as to call mom bloggers 'the stroller mafia'. Seriously, enough! We are talking about mothers here, not terrorists!Continued on the next page