The Motrin Ad…The Only Bad Publicity Is No Publicity

When I first saw a blog post on the Motrin ad, I hadn’t seen the actual ad. I thought – oops, a big brand slips up and is now feeling the awesome power of the consumer.

Reading about the offended mommies and the subsequent ad purging I thought it must be something really, really serious. Like super-super-bad.

I read some blog postings on the Motrin Ad storm (in manner of “brands see the power of social media – annoy your customers at your peril) but still I couldn’t work out what the fuss was about. So, with some trepidation I headed off to YouTube, where I finally found the “offending” ad.

I watched it. Twice. I actually thought it was funny in a tongue-in-cheek way. I thought it was about how wearing a baby in a sling caused pain in various places and Motrin could get rid of the pain.

But offensive? Couldn’t see it myself, however I don’t have children. So I went and read some more blogs to see if it was just me. Apparently I wasn’t the only one who didn’t quite get what the uproar was about. Check out this post:

Should Big Brands Fear The Mommy Bloggers?

Most people (mothers included) seem to think that this protest was a storm in a teacup.

My take?

First: Even when brands aren’t “doing” Social Media. They ARE in Social Media, or at least in the Social Media universe by virtue of their customers. So they are, as we saw by Motrin’s reaction, impacted. Are they “in” Social Media by default then? Companies may wish to consider the implications of this for the future.

Second: Customers are already talking about brands, whether brands choose to listen or not.

In this case customers probably were not talking about Motrin at all until one, and then many “mommybloggers” saw the ad, were offended, tweeted it on Twitter, blogged, emailed and got everyone else talking… about the Motrin Ad.

There is no doubting the power of social media here. However it might make companies retreat even further.

To me however, the ironic thing about this whole episode isn’t the carefully crafted letter of apology from Motrin or even the removal of the ad.

No, it’s that this is probably enormous publicity for Motrin. It’s not like the protesters are slamming the drug… just the ad.

And it’s not like Motrin set out to upset the apple-cart. It was inadvertent.

Suddenly, everyone’s talking about – and even better – blogging about Motrin. Checking out the the ad on YouTube, commenting on the mommybloggers and Motrin, tweeting about Motrin… Even me and I don’t use Motrin… I’ll bet lots of people, mothers included – will remember to pick up some Motrin too. Name of Motrin? Now etched into so many more minds than an ad could have done.

Talk about publicity… no pun intended.

I think I agree with what a rather cynical PR friend of mine said… no publicity is bad publicity.

I, too, find it hard to believe behind the closed doors of Motrin’s PR department they’re too devastated.