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Motrin Just Learned of a New Method for 3C

Have you heard about the backlash Motrin recently experienced after running an ad attempting to appeal to mothers? Seems like Motrin might have just learned about a valuable tool they can use for 3C (Constant Customer Connection).

Motrin recently ran an ad which resulted in a spiral of negative comments on Twitter and ultimately the Motrin.com web site going down between Sunday night and Monday morning. They recently posted the following letter on the landing page of Motrin.com: 

"With regard to the recent Motrin advertisement, we have heard you. On behalf of McNeil Consumer Healthcare and all of us who work on the Motrin Brand, please accept our sincere apology.

We have heard your concerns about the ad that was featured on our website. We are parents ourselves and we take feedback from moms very seiously.

We are in the process of removing this ad from all media. It will, unfortunately, take a bit of time to remove it from our magazine advertising, as it is on newsstands and in distribution.

Thank you for your feedback. It’s very important to us."

Sincerely,
Kathy Widmer
Vice President of Marketing,
McNeil Consumer Healthcare

While this ad resulted in some negative publicity for Motrin, I suspect this experience taught them about a new and extremely valuable vehicle that they can use to have constant customer connection….Twitter.

Note: This post was originally published in Customer Connection on 11/17/2008.

About the Author

Leslie Pagel

Leslie Pagel

As vice president of customer experience, Leslie is responsible for incorporating the voice of Walker’s customers into the solutions development process. To do this, Leslie spends the majority of her time interacting with Walker account teams, clients, and prospective clients to understand their business challenges. She coordinates several listening posts that are used to drive strong client relationships and enhance our consulting and technology capabilities.

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