It’s time to update the old adage: Hell hath no fury like a mother with a Facebook page. “[W]hen it comes to brand affinity,” says a July 30 MediaPost report, “the voice of the mom consumer shows love with silence and dollars, and dislike with the volume turned up to 11.”
Since mothers make the vast majority of their family’s recurring and one-time purchase decisions, brands invest millions of dollars and tons of effort to win their loyalty. And then blow this massive investment with one quick, boneheaded error.
Even the world’s largest advertiser, Procter & Gamble, isn’t immune to this folly.
In 2010, a Baton Rouge, LA, mother named Rosana Shah noticed a change in the Pampers Dry Max diapers she’d been using on her daughter. “The back of the diaper was just thin, papery diaper cover, no absorption material whatsoever,” she wrote in an online interview, adding that they gave her baby daughter diaper rash, and “[e]very time I tried to change her diaper she would cringe and cry.” Read more →