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What started as a PR battle with long-time nemesis Greenpeace has turned into a social media catastrophe for food manufacturer Nestle. Today, its heavy-handed reaction to online critics has been described as a “public relations nightmare”. The trouble started when Greenpeace produced a video campaigning criticising Nestle’s use of palm oil from unsustainable sources – the oil is used in several Nestle products including KitKats. This was part of a long-running Greenpeace campaign against Nestle’s sourcing of palm oil; Communicate magazine covered its demonstration against Unilever in January 2009 (see ‘When NGOs go ape’ ). Greenpeace’s latest video pastiches KitKat’s ‘Take a break’ campaign, and features a bored office worker biting into an orang-utan’s finger and smearing blood over his face. Nestle's response was to persuade YouTube to remove the video (although it can, for the moment, still be viewed at http://vimeo.com/10236827).
Related articles Video: Nestle's attempt to censor Greenpeace palm oil ad backfires (03/19/2010) In a bold online video, the environmental group Greenpeace cleverly links candy-giant Nestle to oil palm-related deforestation and the deaths of orangutans. Cleary angered over the video, Nestle struck back by having it banned from YouTube and replaced with this statement: "This video is no longer available due to a copyright claim by Société des Produits Nestlé S.A." However Nestle's reaction to the video only spread it far and wide (see the ad below): social network sites like Twitter, Facebook, and Reddit were all flooded with the ad as well as rising criticism against Nestle—one of the world's largest food producers—including calls for boycotts. Why we are failing orangutans
Related articles Why we are failing orangutans (03/01/2010) It is no secret that orangutans are threatened with extinction because their rain forests are being destroyed at an alarming rate. Ten years ago, Shawn Thompson, a writer, former journalist and university professor, set out to chronicle the threat to orangutans in a book released in March 2010.
It’s not every day that a brand turns its most loyal followers into angry protesters. But Nestlé has done just that, taking flak today for its commitment to environmental sustainability and then for its heavy-handed response to all protesters: a full Facebook clampdown on personal expression. Not surprisingly, the two issues are merging into one angry discussion thread where it’s hard to distinguish the angry activists from the angry chocolate lovers. Here’s how it started: Greenpeace is attacking Nestlé for its “unsustainable palm oil” policy.
Greenpeace qui attaque Nestlé sur la question de l’huile de palme, Nestlé qui réagit de travers, la page Facebook du groupe envahie par des commentaires négatifs, un gros buzz sur les médias sociaux, des reprises dans les grands médias et un cours de bourse qui se casse la figure : c’est LE cas de crise web de ce début d’année. On a pu lire de nombreuses analyses de ce cas important au cours des 15 derniers jours. J’en rejoins certaines, d’autres moins : aussi est-ce à mon tour de m’y coller, avec une reconstitution et une analyse des grands enseignements de cette crise. Attention, billet long : paresseux s’abstenir.
Beau cas d'école que la crise de Nestlé. Celle-ci a à peine quelques jours (à peine 5 jours), les medias TV, Presse ne se sont pas encore emparés du sujet - cela ne saurait tarder, mais ce qui s'est passé sur Internet provoque déjà suffisamment de remous pour que l'entreprise s'organise et s'interroge comme elle l'aurait fait il y a quelques années en prévision d'un reportage critique dans la presse ou à la télévision... J'ai amassé quelques sources diverses au sein de cette perle, qui sera peut-être amenée à évoluer en fonction des évolutions de cette affaire. http://pear.ly/k_WL Tout est parti d'un rapport de Greenpeace dénonçant l'utilisation d'huile de palme dans la recette de KitKat, impliquant un problème de déforestation, donc de disparition des orang-outans, donc de respect de l'environnement. Pour bien marquer le coup, Greenpeace a mis en ligne une vidéo établissant un raccourci entre une barre de KitKat et un doigt d'orang-outan (qui est évidemment moins bien goûtu).
Home / Boycott Nestle’s Products! Greenpeace Campaigns to Save Indonesia’s Rainforests Image Source: Greenpeace.org. Many products contain catchy jingles and slogans in their advertising schemes. Some are extremely well-known, such as those by Oscar Meyer, McDonald’s, Hershey’s, and Geico.
March 20, 2010 While some companies are managing to use social media to their advantage, building their brand, connecting with customers, others are struggling. And Nestle is is in the latter camp, having received a crash course in how to use social media over the past couple of days. Many people don’t like Nestle, accusing the company of contributing to deforestation, climate change, and endangering orangutans by its continued use of palm oil. Unsurprisingly, Greenpeace is rallying against the company, and, according to CNET , encouraged supporters to post to Nestle’s Facebook page en masse with criticisms and the company’s logo (pictured above) altered to denigrate the brand.
A boycott was launched in the United States on July 7, 1977, against the Swiss-based Nestlé corporation. It spread in the United States, and expanded into Europe in the early 1980s. It was prompted by concern about Nestle's "aggressive marketing" of breast milk substitutes ( infant formula ), particularly in less economically developed countries ( LEDCs ), which campaigners claim contributes to the unnecessary suffering and deaths of babies, largely among the poor. [ 1 ] Among the campaigners, Professor Derek Jelliffe and his wife Patrice, who contributed to establish the World Alliance for Breastfeeding Action (WABA), were particularly instrumental in helping to coordinate the boycott and giving it ample visibility worldwide.
Nestlé S.A. ( French pronunciation: [nɛsle] ; English / ˈ n ɛ s l eɪ / , / ˈ n ɛ s l i / ) is a Swiss multinational nutritional , snack food, and health -related consumer goods company headquartered in Vevey , Switzerland. It is the largest food company in the world measured by revenues. [ 3 ] [ 4 ] Nestlé's products include baby food , bottled water , breakfast cereals , coffee, confectionery, dairy products , ice cream , pet foods and snacks. 29 of Nestlé's brands have annual sales of over 1 billion Swiss francs (about $ 1.1 billion), [ 3 ] [ 5 ] including Nespresso , Nescafé , KitKat , Smarties , Nesquik , Stouffer's , Vittel , and Maggi . Nestlé has around 450 factories, operates in 86 countries, and employs around 328,000 people. It is one of the main shareholders of L'Oréal , the world's largest cosmetics company. [ 6 ]
Gemma O'Reilly and Kate Magee, prweek.com, Friday, 19 March 2010, 3:51pm, Members of the public have taken to both social media sites to criticise the confectionery giant, following reports that it is continuing to source palm oil from Sinar Mas, an Indonesian company accused of illegal deforestation of rainforests. Greenpeace sparked the reports by posting an online video earlier this weekthat featured an office worker accidently biting into an orangutan finger instead of a Kit Kat. The video aimed to draw attention to the NGO's ongoing battle with Nestle (which owns the Kit Kat brand) over its supply chain.
Vous avez sûrement entendu parler à la fin de la semaine dernière du “fail” qu’a connu Nestlé sur Fan Page Facebook. de nombreux blogs ont relayé l’histoire, ce n’est donc pas nécessairement l’objet de revenir en détails sur l’histoire. je vous invite à consulter Nestle fails at Social Media et Five lessons from Nestle’s Facebook PR disaster L’histoire en 4 points Tout est parti d’une vidéo dans le cadre d’une campagne Greenpeace visant à critiquer Nestlé (via la marque KitKat) utilisant de l’huile de palme dans ses produits, cause majeure de la déforestation; Les commentaires et l’invasion sur la page fan Facebook de Nestlé ont alors été très importants; Nestlé, dans un souci de dialogue et de transparence, n’a pas souhaité modérer ces commentaires; Devant le relais important sur la Toile vendredi, Nestlé a fermé sa Facebook Fan Page (le contraire de ce qu’il faut a priori faire – Kit de secours en cas de bad buzz ).
The 60-second clip ends with a play on Kit Kat's famous slogan: "Have a break? Give orangutans a break." Clip ends with play on Kit Kat's famous slogan: "Have a break? Give orangutan's a break" Greenpeace: Nestlé buys palm oil produced from destroyed rainforest homes of orangutans Nestlé said it asked YouTube to remove clip for copyright reasons The food giant denied buying palm oil from an unsustainable producer in Indonesia (CNN) -- A video clip which shows an office worker opening a Kit Kat chocolate bar and finding an orangutan's finger has been re-posted on video-sharing Web site YouTube, a day after it was removed at the request of food giant Nestlé.