Tuesday, November 25, 2008

More dialogue - less reaction

Since my previous post on Twitter vs Motrin there has been a considerable amount of backlash about the backlash. As has been pointed out, the majority of the commentary was by relatively few folks, and the majority of that was neutral and perhaps even positive.

So why did Motrin yank the ad so quickly? Was it prudent or just plain wrong? As has been further pointed out, the ad itself had very poor visibility, and pulling it indeed could be a fine way to prevent the issue boiling over. However, the reaction to the ad was actually a very potentially positive pointer to the nerves (pun intended) it was hitting - mom's are in pain, and people do like Motrin, they just didn't like some specific elements of the wording.

Rather than reaction, Motrin could have turned it into a firestorm of pro-mom proactivity. Dialogue with them. Get them to reinvent the wording, have a contest, collect testimonials. Heck, partner with the baby-sling folks to make some joint campaigns. Anything other than a knee-jerk disbanding of the campaign!

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