Yes, everyone and their blogger mommy have already weighed in on the Motrin Mess. MultiCultClassics had a busy month in the real world, prohibiting a quicker perspective. For one of the better—albeit stereotypical—examples of the online discussions, view the Tom Martin post and accompanying comments at AdAge.com.
Why do so many people feel qualified to analyze and prescribe solutions in these scenarios? The Monday Morning Marketing Quarterbacks appear to disregard—or maybe fail to comprehend—a few key points.
The “Mommy Blogger Minority” did not overreact. As always, nobody has the right to decide if others should or shouldn’t be offended by something. Let’s stop questioning the alleged over-sensitivity of the protestors and consider the over-insensitivity of the creators. It’s hardly the first time Madison Avenue has displayed ignorance on the very audience being targeted.
It’s impossible to determine what percentage of the public was represented by the irate, Twittering bloggers. Back in the day—pre-World Wide Web—major corporations like Procter & Gamble had formulas for complaint letters. That is, they theorized a single complaint letter actually equaled a specific, far larger number of unhappy customers. The Internet has introduced an undiscovered country in the complaints department. Until some genius invents an equation to measure exact and potential damages, it’s better to cut your losses and take cover. But also take notes and learn from the experience.
Motrin and parent conglomerate Johnson & Johnson acted appropriately by retreating pronto. Critics love to call clients cowardly in such situations. Have the bold analysts ever serviced Fortune 100 accounts? Like it or not, these behemoths can’t move with the required speed and smarts. Ditto their advertising agencies. There are too many committees and legal dweebs to consult. Indeed, it makes one wonder if big advertisers should even be anywhere near the Web with Motrin-style messages. Besides, the agencies are the bona fide cowards, as they’ll never assume responsibility for the final results—especially when the results are bad. Ad shops are as conservative as clients, particularly in the current economy where billable hours trump integrity and conviction.
Contrary to popular postings, the Motrin Mess is not about clients’ lack of social media savvy. No, it’s rooted in a basic problem that clients and agencies constantly refuse to address: cultural cluelessness. Motrin and ad agency Taxi launched the ugliness by producing a message without respecting or understanding their audience (and reports indicate the message to moms was hatched by a male creative team). It didn’t matter if the media vehicle was digital or traditional. The communication was irrelevant and insulting.
Online pundits are howling that Motrin missed an opportunity by not engaging in a conversation with the complainers. Please. Motrin and its agency need to hold a conversation surrounding their own collective incompetence. They blew it and they knew it. Don’t blame the “Mommy Blogger Minority” for calling them out.
Denying the truth—or hiding behind social media arguments—only inspires greater offense.
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