Sling-Wearing Moms Take Aim At Johnson & Johnson

I think so many moms (myself included) took offense because of the ad's snarky tone. To imply that we're wearing our babies to be trendy is just insulting. Some of us are doing it because it's convenient and we'd rather not get a headache from a squalling baby who wants to BE HELD ALL THE TIME. And then there are women who believe wearing their babies is critically mportant for their development and bonding. They take babywearing VERY SERIOUSLY and any marketer worth her salt should have known better than to belittle their choices.

I think companies are going to be much more careful about their messages in the future because mothers have made it clear that they are incredibly active users of social networks.

www.marketingmommy.net

Now I am much more likely to reach for the Advil.

Pathetic attempt at marketing.
There are poorly designed carriers that do cause stress on shoulders and backs. Too bad they didn't focus on that instead of insulting and belittling the very group they're targeting with that nonsense. I wonder who's the genius behind that ad? Does "he" still have a job?

They screwed up pure and simple. And they got called on it. Ask for a dialogue with a target audience on the web and if you don't know the audience really well, you just might get the finger.

Lauren,

You have to be the stupidest mother on the planet. You didn't like Mortrin, ok so you voiced your displeasure and that's fine.
But now you say that you won't take Mortrin because of the ad even if it might be better for you compared to Advil? Is this the decision making you teach to your kids? Cater to your ego even if it hurts you?

Hah

Who cares, it was an ad. As a woman, I think it is completely ridiculous to overreact to a silly ad.

C'mon ladies, lighten up. I never carried my daughter around in a "sling" and she bonded just great. One word comes to mind...stroller. I doubt J&J was trying to be insulting. Don't you have better things to do?

well i for one am outraged. OUTRAGED!!

just kidding. no i'm not. all this fuss is totally overblown.

GMan,

Fyi, Motrin and Advil are both ibuprofen... i.e. the same damn thing.

What Lauren's teaching her kids is to include their values in their purchasing decisions.

Maybe you should include product research.

Oh my God!
Really? All that commotion for a stupid bad taste ad???
I can't believe it. The global economy in its way to collapse + global warming + people starving to death and those moms worried about an ad that hurt their feelings? If I were them I would be more preoccupied about what kind of world will my kids grow up and live and use that power of mobilization for greater change… Well, perhaps they are more preoccupied about marketing strategy.

wow. my respect for women (or moms if it makes you feel better) just took a hit. Maybe these mom's need more to do?

I'm not clear on why this has to become a huge gender/mothering issue. People should be allowed to complain in reasonably civil and legal manner against any product.

Part of the core of capitalism is that people buy the things that they believe in, either because of the item itself or because they trust the company it comes from. Someone at Johnson & Johnson obviously screwed up, and now they will be paying for it. I think it's fair that some consumers are no longer sure that J&J really _does_ have their best interests at heart anymore.

Whether or not you agree with their decision, it's their consumer power to throw around. Make your own vote with what you purchase at the store rather than hurling insults at them.

Anyone who reads this and doesn't laugh at even READING the byline of J&J is retarded. yeah, i said it. and I'm driving the short bus to hell too.

if you 'boycott' Motrin, you got bigger issues than PMS.

IF you don't know your target audience, you should get the finger?? Really? where would you like it?

I'm surprised some of the Crazy Mommies here aren't boycotting the Routan VW ad's with Brooke Shields... That's Hilarious! oh, and Crazy Mommies are NOT to be confused with the hot MILFs who are laughing their a$$es off at this whole bit.

If you think you're ready to be a mother, then hold your goddamn children and stop wearing them. Putting them on leashes is even worse.

The ad was hilarious. These moms need to grow up. Johnson & Johnson shouldn't have to apologize to a bunch of soccermoms who have sand up their vag bags.

WOW! you people are just reacting over nothing.While i do think the ad was a little offensive, i dont think we as mothers should be reacting that way! who gives a damn what they think? they dont take effect in your lives so dont try and make it a big deal. get on with your lives and continue to raise your children any way you want. Moms, it's your choice.

i don't understand the big deal here. I am a mom too. I didnt find it at all offensive. MOTHERS DO buy trendy stuff for their babies and frankly, i used that stupid sling only once and it hurt my back. Someone needs to hit the PMS reset switch here, this is stupid.

It is strange to me why everything is elevated to a BIG DEAL. Ok, so there was an ad that people didn't like. They complained and the company pulled the ad. Isn't that the desired result? Aren't we done here? What more is there to discuss.

Mothers, I understand that there is a desire to be the perfect mom and every comment is seen as a threat to that, but guess what? It is time to grow up. If you are old enough to have a baby, you are old enough to make decisions you believe in. If you believe in your decisions, then opposing views are not threats or offenses, they are just opposing views to be considered or not.

1st Tweets ~ timeline & chart updated #motrinmoms… http://tweetip.us/lknkw

Here's the story, for all of you who seem to not be getting it: J&J didn't do their homework, didn't understand their market, made a stupid ad insulting their market, market proved smarter than corporate by producing the fastest, targeted wildfire response that reduced the ad to cinders in no time. Now a bunch of people don't trust the business in part because of the personal affront and in part because J&J showed such poor understanding of their market in the first place. Yeah, some people feel outrage more easily than others, but who says these women are outraged? In fact, it's not hard to press the return button on Twitter and respond in alliance with others on any point at all. No rallies to attend, no phone calls to make. That's the story. It's easy now to make a stink, even if it's not that big a deal, all things considered. J&J was colossally dumb in putting out this ad--it's hard to understand how they could so not understand this demo. Seems pretty obvious. I, for one, have always used generic ibuprofen. It's the same damn thing, and it's cheaper. And I wore a sling, too, until the kid got too big and it hurt my back. Then I stopped.

Thank God we live in a country where everyone can get upset/outraged or be completly supportive of certain policies, political ideologies and even products. Let those who want to speak out speak. I for one saw the ad in a magazine and thought it to be a bit odd. I didn't find it offensive, but I can understand why some moms would. I am sure the moms that were upset about this have also been upset and spoken about other issues too. Don't assume that just because they are moms they have just concerned themselves with this paticular pain product and baby wearing.

I'm amazed at the number of men who have commented negatively to moms stating their opinions. I've read comments such as, "get a life", "who cares", and even a comment by one man stating that he has lost respect for moms because of this issue. Seriously...who has less of a life the moms stating their opinion or the men wasting their time to comment on something that has nothing to do with them.

I am a babywearer, if that's the official term, not because it's trendy or even because I think it's essential for bonding. I use the front carrier because it's convenient. My baby girl won't sit in a stroller. She is very active and easily bored, and the carrier allows her to see the world and gives me the freedom to clean my house or grocery shop.

But my main concern isn't the Motrin commercial. Was it insulting? Yes. Did they make a mistake? No doubt. But they have apologized.

I am actually more insulted by the 100's of men and women bloggers who are openly hostile towards moms who were simply stating their opinions.