Comments on: Twitterers, Bloggers Praise Motrin for Giving Them Something to Do Last Weekend

By: Will Video for Food » Brands Can Tinker With Twitter

Will Video for Food » Brands Can Tinker With Twitter — Wed, 27 May 2009 00:11:39 +0000

[...] As I sail into full-time consulting around social media (with video being the obvious focus, given its visceral nature), I can’t help but hear brands desperate for a Twitter strategy. My former colleague, Marc Monseau, who manages the Johnson & Johnson blog, made news for using Twitter to fix a Motrin ad (see AdAge story if you’re registered or learn more here). [...]

By: Did Amazon Really Fail This Weekend? The Twittersphere Says “Yes,” Online Retailer Says “Glitch.”

Tue, 14 Apr 2009 05:06:58 +0000

[...] Last fall, a small but vocal group of Twitterers managed to shame Johnson & Johnson (JNJ) into apologizing for one of its Motrin ads. [...]

By: Did Amazon Really Fail This Weekend? The Twittersphere Says Yes, Online Retailer Says “Glitch”

Mon, 13 Apr 2009 11:40:19 +0000

[...] Last fall, a small but vocal group of Twitterers managed to shame Johnson & Johnson (JNJ) into apologizing for one of its Motrin ads. [...]

By: Did Amazon Really Fail This Weekend? The Twittersphere Says Yes

Did Amazon Really Fail This Weekend? The Twittersphere Says Yes — Mon, 13 Apr 2009 03:47:08 +0000

[...] Last fall, a small but vocal group of Twitterers managed to shame Johnson & Johnson (JNJ) into apologizing for one of its Mortin ads. [...]

By: Did Amazon Really Fail This Weekend? The Twittersphere Says Yes | Peter Kafka | MediaMemo | AllThingsD

Mon, 13 Apr 2009 02:34:06 +0000

[...] fall a small but vocal group of Twitters managed to shame Johnson & Johnson (JNJ) into apologizing for one of its Mortin ads. This weekend’s replay: A howl of outrage, amplified and directed via Twitter at Amazon [...]

By: Ari Ratner

Ari Ratner — Mon, 17 Nov 2008 22:46:01 +0000

A nice article. We should stress the apparent little research that was done in developing this campaign. Doesn’t it seem obvious that poking fun at mothers carrying babies will not materialize into a positive reaction? Either way, a simple focus group or online testing would have solved this mess before it became one.

By: Heather Snyder

Heather Snyder — Mon, 17 Nov 2008 19:56:25 +0000

Burton should be so responsive about the complaints from mothers about their Primo and Love series of snowboards. J&J has learned the hard way that being responsive to their customers and doing the right thing, even when it isn’t easy, wins them tremendous goodwill with their customers.

By: Julie Duffy

Julie Duffy — Mon, 17 Nov 2008 15:32:04 +0000

It’s not really about whether or not the ad was offensive or worthy of note.

The question is: why wasn’t someone from J&J on Twitter at 3pm on Sunday issuing this apology instead of on Forbes.com after Motrin’s website crashed?

And are other companies going to learn from this?

By: Felixberto Baguyo

Felixberto Baguyo — Mon, 17 Nov 2008 13:59:04 +0000

I find the ad as effective in a sense that many were complaining about it but Motrin should have considered the feelings of moms. With their move right now to remove it online and release a public apology, it only proves that twitting, as you said, is indeed effective in letting them know how people (specially moms) feels about it.

By: Ken Okel

Ken Okel — Mon, 17 Nov 2008 13:27:36 +0000

The ad is okay but not very effective. I don’t get a strong sense of Motrin branding. (As I just wrote that sentence, I originally wrote in, “Bayer.”)

I didn’t see a quantum leap between problem and solution where you see the product in a new light. It’s more of a, “well duh,” moment. New parents do have aches and pains but that’s not news and there are many products that can help them.