Last week a US over the counter pain killer called Motrin created a video ad, portraying 'moms' that carry their babies in slings as fashion victims. The backlash from the net mums groups was almost instant and pretty big. Within a couple of days the ad had to be pulled and Motrin managed to alienate a chunk of its target audience.
Neville Hobson has written two posts - one on the issue as it developed and one on Motrin's reaction, including its response through the publishing of a "marketing message" on its website. Oops. Have a read, it will make future case study material.
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