Motrin Moms Are Giving Brand A Headache

Posted on | November 17, 2008 |

by Holly Buchanan

The beautiful thing about social media is that it allows customers and brands to have a two-way conversation.  Before, brands talked at customers, and that was that.  Now, blogs, Youtube, Twitter and other platforms have given customers a voice in the conversation.

Well, moms are certainly speaking up about Motrin’s new video - below -  talking about moms who “wear” their babies.  To see the written transcript and some great commentary, check out this post by Mom-101.  The video hit a nerve, and not a good one.  A lot of moms were offended by the video.

A whole community on Twitter has taken up the battle cry.  There’s even this video featuring the bad reaction of mothers everywhere.

I think some of the reaction is overdone.  But here’s where I think Motrin went wrong - they went with “sympathy” vs. “empathy.”

What do I mean by that?   They literally say “we feel your pain.”  (sympathy)  Motrin is implying they have the same pains mothers do.   They’re saying “We understand moms.”   Big mistake.  Because any mom who doesn’t relate to what you’re saying is going to have a bad reaction.

There’s also a feeling of inauthenticity.   I just can’t imagine a woman actually saying the words in the video.  The super slick voice over delivery doesn’t help.

I think an “empathy” approach would have worked better.  Empathy is more about an understanding of the person and the situation, but not because you are in the same situation.    For me, empathy is about “showing” rather than “telling.”

I would move away from “we feel your pain” to “moms know all about pain.”     I’d use real stories from real moms.   (for a prime example - look at In the Motherhood, a webisode based on stories sent in by real moms).

Are some of these moms overacting?  Probably.   But motherhood is perhaps the most personal issue there is.  There is SO much judgment around motherhood.  So when creating ads for moms, my one piece of advice would be, include lots of moms in the creation of the ad.   Not all moms think alike.  And be VERY careful with any direct statements that you understand moms, you may not get the reaction you want.

For more great advice so you don’t get “Motrined” check out Peter Shankman.

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