Results tagged “babywearing” from iVillage - Beehive

Note to marketing departments: Do not make moms angry. You won't like them when they're angry. Once again proving true the old adage: "If Mama's not happy, nobody's happy," a new Motrin ad that pokes a little fun at frazzled moms and the practice of babywearing created a firestorm of controversy this weekend. Mothers across the Internet, especially those who are advocates of attachment parenting, reacted and spread the word about the ad, which many felt was insulting and sent the wrong message, resulting in Johnson & Johnson (the parent company of the unit that produces Motrin) removing the ad from its website and responding to those who complained. Of course, the mommy bloggers and Twitterers were not the only ones sounding off about this ad campaign. iVillage moms all across our playgroups and message boards had a lot to say about this take on motherhood:

"I get that they're trying to be funny, but it's not. It's insulting and demeaning. And that is what irritates me. Even if I had never practiced attachment parenting (to the degree that I do), it would insult me as a mother. I mean, do they think women in babywearing cultures have stacks of Motrin lying around? " -- peechikeen

"I am a babywearer (sometimes), I understand it, I advocate it, and am all for it.

What is the big deal? Personally I thought it was funny. Babywearing can hurt your back, neck, shoulders or wherever.

Sure, a couple of the comments made in the commercial were a tad over the edge, but it is just a commercial, meant for entertainment, meant to sell Motrin to busy moms as a way to help with the everyday pains that are associated." -- toekin

"I don't see the big deal. I know when I carried my kids in a sling, I would tend to get aches in my shoulder. It's not like the commercial is staying to STOP wearing your baby, it's telling you that they are there to help the aches and pains that some moms may get while wearing the baby." -- mom_alycemae

"I think it's the implication that all moms who wear their babies go through pain to do it or are trying to be a part of some 'official moms club'. Implying something negative about babywearing that may or may not be true is not really cool. It definitely makes it seem as though it is always going to be painful to wear your baby." -- white.wave7

"It just seems to me that people have lost their sense of humor and take every little thing so personally these days. I mean... it's a COMMERCIAL for Pete's sake!" -- my_sweet_perm

"It had a really negative tone about babywearing. To be honest, I am standing here typing with Lucas in a Hotsling and it is bothering my shoulder - but Motrin is the last thing I would take. I think the majority of babywearing mamas will be offended and hopefully won't buy their product." -- jenmom2006

"Love the side blurb about walking all day in high heels. How insulting. Not to mention totally misleading as any good carrier actually helps to make babycarrying MORE comfortable. I'm also glad MOTRIN thinks moms look tired and crazy all the time..." -- twobabies24

"That actually made me physically ill to watch. The reason why we wear our babies is because it's in fashion! Seriously???? We do it for the 'Mom Badge'? Are you kidding me??? We do it because we feel it is the absolute best choice for our babies and we LOVE our babies." -- olicam1205

"Ugh, just another company portraying the wrong message to mothers. It's no wonder so many new mothers feel such pressure to conform to today's 'ideals' of parenting. To actually undermine a mother's choice to carry her baby by saying it is 'in fashion' in such a derogatory way is just beyond a joke." -- jonesmum

What do you think? Was this ad all in good fun, or did it demean moms who are making personal choices about their parenting styles each day? Did it deserve all of the hullabaloo, or do we need to lighten up? Let me know what you think about this debate (if you missed it, you can still find the ad below) and what you'd like to tell companies about marketing to moms.