"Motrin Moms" Angry Over Babywearing Advertisement
The ad starts off by saying that babywearing is fashionable right now, but then goes on to indicate that moms who wear their babies cry more than those who don't, and says women wear their babies because it makes them look like an official mom. The buzz on social networking site Twitter, where the term "Motrin moms" trended to the most popular within a few hours of the initial discussion, was that this ad trivialized and insulted moms who practice attachment parenting. Some experienced parents expressed concerns that the negative tone to the ad could sway new moms away from babywearing.
It just so happens that this is International Babywearing Week, too, so some moms aren't happy that the Motrin ad presents babywearing negatively as they're trying to spread the word about its benefits.
As a devoted baby sling fan, I wore my daughter as often as possible until she was too big to do so comfortably any more. For the record, I didn't ever cry over my slings, nor did I ever feel like I needed a pain reliever because of one. If anything, I think today's baby carriers make it less likely that you'd be achy after carrying your baby for hours than ever before. Besides, I'm certain it was the spit-up stains, not the sling, that made me look like an official mom.
Several of the blogs below show the text or video of the original Motrin babywearing ad, along with many parents' opinions regarding the ad. The Vice President of Marketing for McNeil Consumer Health Care, who is responsible for the Motrin brand, has responded to a few of the bloggers who complained via the company's website, apologizing for the Motrin ad she says was not intended to offend.
Comments
I wear a sling precisely so I am NOT in pain.
It just goes to proove my point about the pharma industry who will stop at nothing to increase their profits. It’s just exactly the same with selling medication for heartburn ect rather than teaching people to eat properly.
I have twin daughters who both wanted some the slinging. I used to have one on the back and one in the front when my best friend wasn’t with me. She also used to love slinging one of my babies.
Besides babies just love being so close to mom or dad.
Wow, talk about an advertising FAIL. I’m not sure that an apology is necessary, but Motrin should definitely reexamine how they gather info on what will appeal to their target market.
This reminds me of those terrible Brooke Shields VW ads that seem to mock the very women they’re trying to sell to. So bizarre.
my opinion
http://www.momdot.com/motrinmoms/
I think this is an over reaction and that’s putting it mildly.
The ad is still available on YouTube
http://www.youtube.com/watch?v=BmykFKjNpdY
I don’t think it’s worth being too outraged over. I won’t boycott a company over something like this. I do see why people found the Motrin Moms ad offensive, though. It’s dismissive and flippant in ways that just aren’t funny.
They should have said that moms who carry around that gigantic car seat carrier had more arm and back pain. That was always my experience, and precisely why I used the sling. It wasn’t all about self sacrifice for baby’s sake. That’s what the 3am feedings were for.
I love that, Marziah! Wonder if the folks who made that commercial were aware that my baby in his infanct car seat weights about half as much as I do — I’ve almost fallen over trying to lug that thing around. But I can strap him to me and go anywhere comfortably.
It’s a shame, because as a mom, I’ve had many a reason to down some Motrin — but never because of my sling. Now I feel like the entire company is clueless.