The over-the-counter painkiller brand Motrin launched an advertising campaign called the "Motrin Mom-Alogue" in mid-November 2008. The ad's, targeting "baby wearing moms," immediately drew criticism because many felt that the narrated-video suggested that moms who wear their babies in slings do it because it is 'fashionable'.Fast Company: Motrin's Pain: Viral Video disaster (November 16, 2008)

Within hours of the campaign's launch, "Motrin Moms" became one of the most popular searches on Twitter for the weekend of November 16, 2008.Fast Company: Motrin's Pain: Viral Video disaster (November 16, 2008)

"Wearing your baby seems to be in fashion. I mean, in theory it's a great idea. There's the front baby carrier, sling, schwing, wrap, pouch. And who knows what else they've come up with."

"Wear your baby on your side, your front, go hands free. Supposedly, it's a real bonding experience. They say that babies carried close to the body tend to cry less than others. But what about me? Do moms that wear their babies cry more than those who don't. I sure do!"

"These things put a ton of strain on your back, your neck, your shoulders. Did I mention your back? I mean, I'll put up with the pain because it's a good kind of pain; it's for my kid."

"Plus, it totally makes me look like an official mom. And so if I look tired and crazy, people will understand why."Motherlode Blog (NYT): Moms and Motrin (November 17, 2008)

"We certainly did not mean to offend moms through our advertising. Instead, we had intended to demonstrate genuine sympathy and appreciation for all that parents do for their babies. We believe deeply that moms know best and we sincerely apologize for disappointing you. Please know that we take your feedback seriously and will take swift action with regard to this ad. We are in process of removing it from our website. It will take longer, unfortunately, for it to be removed from magazine print as it is currently on newstands and in distribution."The Science Business (Forbes): Twitter Moms Sink Motrin Ad (November 17, 2008)—Kathy Widmer, VP of marketing for McNeil Consumer Healthcare.