Population Statistic: Read. React. Repeat.
Monday, July 27, 2021

I’ve got two testicles too many to have taken part in this past weekend’s BlogHer conference in Chicago. But enough of my Twitterstream was attending, and tweeting updates, that I got the gist of it.

Attendees go to these things as much for the peer-to-peer contacts as for the sponsoring product/services presentations (and giveaways, naturally). For brands that want to associate themselves with outspoken new-media women (and thus pick up a good deal of women-centric business), BlogHer is the place to be. One participant, Kathy Casciani of DeVries Public Relations, identified with this product-consumer outreach so much that she actually requested additional corporate pitchers to sell to her:

Sponsors I’d personally like to see at next year’s #blogher: Advil, Red Bull, Metronaps, Dr. Scholls, Band Aid

The request for Advil, a pain reliever, in this X-chromosome context reminded me of another woman-targeted pharmaceutical: Motrin. An over-the-counter drug that’s still somewhat on the outs among a notable segment of the BlogHer community: Mommybloggers, who famously triggered an online “Motringate” backlash over some patronizing advertisements.

I’m sure the Motrin folks have been making amends ever since that episode, but here’s how to complete their atonement: Become a sponsor for next year’s BlogHer conference.

Having the Motrin brandname so intimately linked with the same consumer segment that they formerly offended would do wonders for repairing the damage. And the media buzz, both online and offline, such a move would generate would be priceless, for both Motrin and BlogHer. Both sides would get a boost from such a reconciliation (no matter how self-serving it would be).

I know Motrin’s corporate parent, Johnson & Johnson, was already a sponsor for BlogHer ‘09. But it’s not the same thing. Planting the actual Motrin brandname into that list of sponsors makes this visible, and signifies the intent. Since J&J has an existing relationship with the conference, it shouldn’t be hard to get Motrin into the lineup for BlogHer ‘10. It’s just a question of whether or not J&J wants to take that step; if nothing else, it would shut out the competing Advil (which, like Motrin, is basically just ibuprofen).

I see big potential for this, and fully expect to be reading about this “twist” in consumer-retail/online PR damage control a year from now.

by Costa Tsiokos, Mon 07/27/2009 11:33am
Category: Advert./Mktg., Bloggin', Business, Women
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2 Feedbacks »
  1. “Two testicles too many?”

    That’s just nuts.

    Comment by CGHill — 07/28/2009 @ 2:21 PM

  2. Touché!

    Comment by CT — 07/28/2009 @ 2:24 PM

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