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.
The PR headache moved to Facebook when Nestlé, in a fit of intellectual property protectionism, informed its 90,000 Facebook fans last night that: “We welcome your comments, but please don’t post using an altered version of any of our logos as your profile pic–they will be deleted.” Some users have begun using the company logo, which features a nest of birds, to depict environmental damage.