What got mothers up in arms was the tone of the ad; it insinuated that wearing your baby or toddler caused excessive pain. It also mocked the choice, with the "mother" voiceover suggesting that those who wear their children do so to "look like a real mom." The advertisement has gone viral, inspiring blog posts, letters to Johnson & Johnson (Motrin's parent company), Twitter posts, Facebook activity, and responses via YouTube. Even dads are weighing in, including , who posted a picture of himself wearing one of his twin babies.

that Motrin has failed in two respects. The uproar that the ad has caused (with many calling for a boycott) is one problem, but the second problem is the company's lack of attention to social media. A company monitoring its brand image online would have spotted the groundswell quickly, and initiated a response quickly. Instead, the momentum has built over the weekend, and Motrin has a PR disaster on its hands. As Knox says:

"This PR disaster is happening underneath their nose and no one on the brand is responding. Not their advertising agency, not their Public Relations group and not the brand itself. The unfortunate fact is that company's haven't trained Brand Managers to respond quickly to situations like this. That needs to change....and it needs to change fast."

Whether companies embrace social media for marketing is still up for debate, but Motrin is learning the hard way that whether a company chooses to use social media for promoting its brand presence or not, customers will use it to discuss your brand. The last thing any company wants is all that discussion to be this negative.

Full disclosure: I have four kids. I wouldn't have survived without my various carriers. And no, they don't cause back pain when used correctly.