A few days ago, I wrote about the cultural sea change that’s just getting underway – a movement that will give female customers more power than ever.
The two areas I told you to put on your radar – technology and transparency – have already to come back to haunt Johnson & Johnson’s Motrin brand just this past week.
A new ad for Motrin talking directly to moms about the aches and pains of using a baby carrier has been soundly rejected by customers and has led to what amounts to a virtual uprising against the brand. While Motrin has pulled the ad from TV and its website, you can still find it on YouTube:
Whether or not you like the ad is not the point of this post. What IS important is that women around the globe made their voices heard through blogs and a blizzard of conversation on Twitter (you can read the tweets here). They were talking to each other rather than beating their heads against the monolithic wall of the Johnson & Johnson corporation. Social media tools brought the voices of unhappy consumers together at a decibel level that the company could not ignore. Technology is the marketing mouthpiece of the 21st century, and it has to be a two-way conversation.
Which leads me to the second “T” – transparency. Now, Johnson & Johnson is reacting to the situation in traditional, old-fashioned ways. They’re not being transparent or authentic enough in their response to consumers. Seth Godin wrote a great post today on this very newsworthy situation, and he says it better than I can – read his reaction here.
This is the just the first of what I know will be hundreds of examples of the female customer staking her claim in the new era of business. Noted bloggers like Queen of Spain won’t let this drop, and neither will I because in the end, it’s for your own good. To succeed in 21st century business, you’re going to have pony up big time – your reputation and revenue depend on it.