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But, I contend, Twitter was only part of the story!

From Ad Age:

Two days after a new ad push for Motrin triggered an online backlash, J&J’s McNeil Consumer Healthcare unit is pulling the campaign, from the New York office of independent shop Taxi, and begging a vocal mommy-blogging nation for forgiveness.

Though the ad had been out for a month, it finally caught the attention of our own prominent Green Options blogger, Jessica Gottlieb who started Twittering about it and published this piece More Outrage as #MotrinMoms Reaches #2 On Twitter on Eco Child’s Play, as well as this one on her own blog, the news spread like wildfire and resulted in the ad being pulled from the website and replaced with an apology.

I had a bit of an inside view of this phenomenon, as Jessica and I both write for Our sister site, Eco Childs Play and Silicon Valley Moms and I follow her on Twitter. So, as a social media marketer, it was interesting to me to watch this whole grass roots campaign develop over the weekend.

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No, that’d be a dream come true for Motrin. Let me give you a transcription of Motrin’s online advertisement. It’s after the jump and I’d have to advise any mother who has ever worn her baby to have a good stiff drink before you read.

Because you are going to be furious, and I think we all know that a pissed off group of Mommies is (and should be) terrifying.

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