The battle between concerned parents and Proctor & Gamble over the Pampers Max product ratcheted up this week with class action suits filed Tuesday and Wednesday against the consumer giant. Parents contend that the new line of diapers causes rashes and burns, while the company denies it, and in a tone that blames the victim.
Bloomberg BusinessWeek has the latest round-up of the what’s happening in this battle between socially networked parents versus product company, and it’s the tone of the response that’s rubbing people the wrong way (from a P&G statement):
“These rumors are being perpetuated by a small number of parents, some of whom are unhappy that we replaced our older Cruisers and Swaddlers products while others support competitive products and the use of cloth diapers,” the company said. “Some have specifically sought to promote the myth that our product causes chemical burns.”
Poor tone or not, this flap isn’t similar to “Motrin Moms,” as implied in the article, with the exception of the flare up beginning on social networks.
P&G is intensely monitoring the situation, and we’re sure that all communications regarding the new Max brand will be vetted based on a legal framework that protects the company. Some experts on PR and social media are asking for more. Don’t expect it just yet.
The gap between legal and social media response is the reason P&G probably allowed AdAge to view the crisis response from the inside. The only problem there is the article should be titled “How Pampers is Battling the Diaper Debacle,” not “battled.”
There’s a long way to go yet.