Mums’ blogburst proves pain in neck
Posted on November 24th, 2008 by sherrilynne
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Ever have a stiff and sore back the day after carrying a heavy load? How about you new parents out there … do you experience pain in your neck and shoulders from carrying your baby?
Well if you do, you might consider taking an ibuprofen tablet to help sooth the symptoms.
This was the hope of pharmaceutical company McNeil Consumer Healthcare, makers of the Motrin brand ibuprofen tablets in the USA.
That’s why in September they launched a major consumer campaign targeting new mothers with adverts in many national women’s magazines and an online marketing campaign. What transpired is an excellent case study of how the groundswell of negative opinion, fuelled by the social internet, can kill sales and damage corporate reputation. Click here to read the rest of this Tech Talk column.
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