Mommybloggers Have Done It Again

I don’t have to explain Motrin’s recent ad campaign to engage mom’s via social media.  Thanks to out of control mommybloggers who fail to run their community as a business, the entire world knows how “angry” these woman are.

But why?  Why are these moms so pissed off over Motrin addressing a mom specific activity?  You don’t see CEO’s, accountants, or ad executives getting all pissed off when Motrin depicts a business person with a headache in a meeting.  So where is this “mommybloggers” list of acceptable ad campaigns versus crossing the boundaries?  I am sure Gerber, Little Tykes, Motrin, Tylonal, Tyson, and Charmin would like to know before they dump thousands of dollars into another ad campaign geared towards moms.

I could understand if Motrin made the ad campaign stating:

“I’m  a mom.  Got the kids to bed, husband banged me so hard up against the wall my back hurts!  What a mom does for her family! Whew”.  

That could have been considered over the top…but over lugging a fat baby?  Hello, that shit does hurt!

Queen of Spain stated her disappointment in her fellow mommyblogger’s over the top reaction.  I was amazed by her secret society undertone of “Companies will continue to have no choice but to engage mommybloggers. They are not going anywhere. We are here and they have to deal with us.”

The influence of mothers and the family unit for marketing isn’t a recent development.  Unlike how Queen of Spain makes the triumphant road to recognition seem “activist” like, CPG’s have always targeted moms.   They target their consumers by interests, which “mommybloggers” have labeled their own interests to be hauling a kid around!  10 or 20 years ago it was through “Parent” or “Good Housekeeping” magazine.  At the same time, CPG’s 10-20 years ago targeted hunters, sports fans, business execs, etc. through print and tv media.  The world is now turned to use social media advertising as it’s primary over the dying print newspapers.  Simply because CPG’s know that in order to reach mom’s on the web they advertise on “mom” blogs, to reach business owners they advertise on “BNet”, etc does not make mommybloggers this new found “force” to reckon with.

There is one congratulations that I need to make to mommybloggers:  You have effectively made yourselves out to picky, indecisive, psychotic bitches.  Instead of coming back with your own YouTube video of mom’s using Tylenol over Motrin, you did what the world expected of you – BITCH.  If I was a CPG ad exec, I would pull all my paid advertising on any mommyblog.  What’s the use of trying to engage consumers who won’t accept what they market themselves (I mean..mommy blogs talk about parenting, right?), and say you are not worth our money.   CPG’s can take away the “power” they gave your blogs fellow mommys.  Be careful who you burn.

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