The Blog DoggerTwitter users wrestle the Motrin brand to its knees

Upset mothers harness the power of this microblogging site and force Motrin to pull a video and apologize to consumers

Where were you when Twitter shattered a well-known and respected brand?

This week, Motrin is licking its wounds—and probably swallowing fistfuls of itself—as Twitter users prattle on about a supposedly offensive online ad the company ran.

What? You haven’t heard of this debacle? Oh, you’re concerned with “real news” like recessions and war—I get it. Here’s a quick catch-up on this supposed PR gaffe.

Twitter, by the way, is a Web site where people share messages, called tweets, 140 characters at a time.

On Saturday, McNeil Consumer Healthcare, the company that makes Motrin, posted a 50-second video to the drug’s Web site. The video targets moms suffering from backaches because they wear their children in slings.

“Wearing your baby seems to be in fashion,” a 20-something voice says. “I mean, in theory, it’s a great idea.” She then complains about the strain baby slings put on a woman’s back, neck and shoulders. The ad ends, “Plus, it totally makes me look like an official mom. And so if I look tired and crazy, people will understand why.”