Social media fun at your brand’s expense…to respond or not?

A long time Maloney on Marketing subscriber recently brought this quirky marketing challenge to my attention, and I thought it was worth putting out to the experts in our community.

NeilMed Pharmaceuticals market a product called Sinus Rinse, that is a medically proven irrigation system for treating nasal congestion, allergies, hayfever, post nasal surgery etc.

NeilMed Sinus Rinse

NeilMed Sinus Rinse

As all good marketers should, NeilMed Pharmaceuticals has an official Facebook Page.

NeilMed Pharmaceuticals Sinus Rinse Official Facebook Page

NeilMed Pharmaceuticals Sinus Rinse Official Facebook Page

However, a quick search also reveals an unofficial Facebook group.

NeilMed Sinus Rinse Unofficial Facebook Page

NeilMed Sinus Rinse Unofficial Facebook Page

The first link on the unofficial Facebook group takes you to the following YouTube parody video called “Sinus Rinse Addiction” that has had close to 19,000 views at time of publishing.

Personally I think the video is hilarious, but it raises a very tough question for the marketers at NeilMed Pharmaceuticals. Whether to respond or not?

Clearly there is no such thing as “Sinus Rinse Addiction”, but potential customers could definitely be confused by this video that appears on the first page of a Google search for “Sinus Rinse”.

So the question is should NeilMed Pharmaceuticals do anything about this, or just let it fly?

Let us know what you think in the poll and by commenting below.

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Categories: Digital Marketing, Marketing Strategy, Social Media, Viral Marketing


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2 Comments on “Social media fun at your brand’s expense…to respond or not?”

  1. May 20, 2010 at 6:34 am #

    Hey Chris,

    just realised the whole conversation happened in LinkedIn instead of here…. pity, because this is mre public and open than LI 😛

    (For those who ‘weren’t there’: I was arguing that I would reply with a respectful video AND a link to the real deal, with real info. I was swamped by answers from experienced and more professional marketers than I am saying I was nuts, and they would not touch it with a ten-foot pole. Chris agreed. With them, not with me)

    So let me offer the words of another experienced and professional market to reignite this debate:

    “the company that did it has a decent share of a tiny market

    so blowing up the entire market and getting on the radar is smart

    Nike doing it would be dumb”

    Ok guys, what do you think now? Still disagree?


  1. Apple’s iPad blends effortlessly into GP product demonstrations « The Crystal Agency - November 15, 2010

    […] and yes, there has been a parody on this product – check out Maloney on Marketing’s blog earlier this year on SinusRinse […]

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