Tuesday, March 23, 2010

Nestle suffers Facebook backlash

The following is an excerpt from March 19, 2010 story by Emily Bryson York and Kunur Patel for Advertising Age with files from Marketing.

Nestlé is enduring a hard lesson in social media marketing this week thanks to Greenpeace.

The company has been embroiled in a debate over its use of palm oil, among other things. The issue arose again this week when Greenpeace produced a graphic commercial spoof that went viral. Greenpeace claims Nestlé is sourcing palm oil from an Indonesian company guilty of deforestation practices that are endangering orangutan. The video showed a man opening a Kit Kat wrapper but instead of biting into the chocolate bar he sinks his teeth into the finger of an orangutan that bleeds down the man's chin.

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