This ad was perceived as being a very offensive ad campaign by a lot mothers all over the country. After the Motrin Moms commercial was released, complaints from angry mothers started pouring in about how disrespectful and inappropriate the ad was and that drew experts to concentrate on the ad’s inaccuracies. In the ad, it made mention that wearing your baby is in fashion and joked about when carrying babies, it caused painful risks to the front and side. The information that was said was inaccurate information regarding the risks associated with baby carriers but it also labeled mothers of infants as being “tired and crazy” while playing a cuckoo clock noise.
This lead the company to remove the ad from their website and from all circulation. Mothers claimed the ad offers an offensive image of a mother. They said the ad painted a picture of a tired, overworked, unloving mothers who only worried about her own personal physical state of being.
Vice President of Marketing for McNeil Consumer Healthcare, Kathy Widmer, sent out an apology stating that the advertisement was meant to engender sympathy and appreciation for all that parents do for their kids, but did so through an attempt at humor that missed the mark and that many moms found offensive. She went on to say that we the company, certainly didn’t mean to offend moms through our advertising. On behalf of McNeil, she was sorry that they found the advertisement insulting and that it has brought home the importance of taking a broader look at what we say and how it may be interpreted.
If i were the PR person, I think i would've went about it the same way that Kathy Widmer did. Her apology seemed sincere and she went about it the right way by removing it from all media in order to satisfy the angry and offended mothers.
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