Last two weeks mark increased amount of discussions around recent Greenpeace campaign targeting Nestle for their usage of palm oil resulting in highly destructive impact on environment. Campaign started with a viral video [1] uploaded to YouTube and hosted on the main site of the organization featuring office scene during which an employee is eating a bleeding KitKat bar referring to the effect of the brand on orangutans.
Have a break? [1] from Greenpeace UK [2] on Vimeo [3].
In response to this criticism Nestle has successfully requested the video to be taken off YouTube [4]. Reactions to both original viral as well as to the brand response moved to Nestle Facebook group [5], where admins made it clear that negative opinions would be deleted and reminded fans that usage of any creatively re-designed company logos is illegal. Block of e-mails sent to the organization was also mentioned.
Entire issue generated a lot of criticism [6] about freedom of expression in general, but also towards Nestle as an organization, including comments from social media specialist suggesting appropriate actions – some of those in mainstream media, some on Nestle Facebook group [5].
[5]In the meantime Greenpeace has become a case study [7] of how to conduct a successful on-line campaign with the usage of relatively low budget tools, real time responsive strategies as well as creative ideas.
NESTLE KERFUFFLE [7] on Prezi [8]
Additionally last Friday their other on-line campaign, AirPlot [9] resulted in success – UK court has stopped [10] plans for further development of Heathrow Airport.