Nestle-Crise-mars2010

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Mmunicate Magazine. What started as a PR battle with long-time nemesis Greenpeace has turned into a social media catastrophe for food manufacturer Nestle.

mmunicate Magazine

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. Ask Nestle to give rainforests a break. Nestle. Climate Rescue Weblog: Your Kit Kat campaigns. Nestle to stop using rain-forest palm oil, amid Facebook fracas.

A new world?: Social media protest against Nestle may have longs. Protest could change the palm oil industry and wake the world up to the power of 'social media'.

A new world?: Social media protest against Nestle may have longs

The online protest over Nestle's use of palm oil linked to deforestation in Indonesia continues unabated over the weekend. One only needed to check-in on the Nestle's Facebook fan page to see that anger and frustration over the company's palm oil sourcing policies, as well as its attempts to censor a Greenpeace video (and comments online), has sparked a social media protest that is noteworthy for its vehemence, its length, and its bringing to light the issue of palm oil and deforestation to a broader public. While, the ramifications of this protest—and Nestle's inability to handle the situation—will not be completely known for awhile, it could have widespread implications for the palm oil industry (and companies sourcing them). Video: Nestle's attempt to censor Greenpeace palm oil ad backfir. In a bold online video, the environmental group Greenpeace cleverly links candy-giant Nestle to oil palm-related deforestation and the deaths of orangutans.

Video: Nestle's attempt to censor Greenpeace palm oil ad backfir

Clearly 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.

Greenpeace began sustained action against Nestle on Wednesday when they released new evidence that linked Nestle to illegal deforestation in Indonesia through one of its palm oil suppliers, Sinar Mas. Reuters.com. 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. Les enseignements du cas Nestlé – Greenpeace « internet et opini. 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.

Les enseignements du cas Nestlé – Greenpeace « internet et opini

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. La crise Nestlé - JBlog Pro, by JB Plantin. Beau cas d'école que la crise de Nestlé.

La crise Nestlé - JBlog Pro, by JB Plantin

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. 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).

Boycott Nestle’s Products! Greenpeace Campaigns to Save Indonesi. Image Source: Greenpeace.org.

Boycott Nestle’s Products! Greenpeace Campaigns to Save Indonesi

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. However, one company’s catchy commercials may end up costing them dearly. Nestle’s KitKat jingles have embedded it into our brains that if we want a break, we need a piece of one of their candy bars. Nestle’s crash course in social media. March 20, 2010 While some companies are managing to use social media to their advantage, building their brand, connecting with customers, others are struggling.

Nestle’s crash course in social media

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. Nestlé boycott. A boycott was launched in the United States on July 7, 1977, against the Swiss-based Nestlé corporation.

Nestlé boycott

It spread in the United States, and expanded into Europe in the early 1980s. It was prompted by concern about Nestlé's "aggressive marketing" of breast milk substitutes, 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. Nestlé S.A.

Nestlé

(French pronunciation: ​[nɛsle]; English /ˈnɛsleɪ/, /ˈnɛsli/) is a Swiss multinational food and beverage company headquartered in Vevey, Switzerland. It is the largest food company in the world measured by revenues.[3][4] Nestlé was formed in 1905 by the merger of the Anglo-Swiss Milk Company, established in 1866 by brothers George Page and Charles Page, and Farine Lactée Henri Nestlé, founded in 1866 by Henri Nestlé. The company grew significantly during the First World War and again following the Second World War, expanding its offerings beyond its early condensed milk and infant formula products.

Nestlé faces Facebook crisis over Greenpeace rainforest claims. Médias sociaux > Nestlé et sa page Fan Facebook : pourquoi l’éch. 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).

Greenpeace, Nestlé in battle over Kit Kat viral. 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 orangutansNestlé said it asked YouTube to remove clip for copyright reasonsThe 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. Global Voices Online » Malaysia: What’s The Real Deal With Palm. Palm oil has become the target of criticism from environmentalists and green activists in recent years.

In fact, just this year Nestle, Marks & Spencer's and General Mills have reacted to their use of palm oil, either dropping suppliers who are allegedly non-sustainable suppliers, or else reinforcing their stance against the destruction of primary rain forests and biodiversity hubs in South East Asia. The controversy surrounding palm oil, a source of agricultural revenue for many South East Asian countries, especially Malaysia and Indonesia, arose recently when a video surfaced on Youtube, parodying Nestle's KitKat advertisement. The video, by Greenpeace, has an office-worker opening a KitKat to “take a break”, but biting into what appears to be an orangutan's finger, rather than a chocolate wafer finger. The video, below, is part of the environmental group's campaign against Nestle's use of palm oil from unsustainable operations in Indonesia.


  1. alfon Mar 23 2010
    (more general) analysis of lessons learned from the Nestlé FB fiasco by @jowyang