So here was this company with a strong insight. They went onto brief their agency about this insight and develop a new age super fast commercial that weaves in and out of text and visual.
This seemed inspired from a snakes and ladders game where going up and down can be rather dramatic and sudden especially when executed with flair and enthusiasm for the game. Looks great right!!
Small mistake. They got the insight wrong and angered a whole lot of mom's who had enough free time to retaliate against silly ads which are created with absolutely no research.
So poor Motrin who was under the impression that they made a great ad, was in for a rude shock when they saw the effort mother's took to beat down their ad and convey the right message to vulnerable young mom's who might actually believe that wearing a baby would be the wrong thing to do.
So the attempt at creating brand which understands and empathises was shot down by videos from hurt mothers. This turned Motrin into a brand that doesn't do their homework and certainly doesn't empathise. That is as drastic a brand redefinition as possible.
Any others that you know off? Any brands you would like to redefine?
Source: Speak Media Blog