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Nestle's “no logo” policy triggers Facebook revolt


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. No news there. They've even released a scathing attack ad about Kit Kat in recent days entitled “Need a break? So does the rainforest?” Meanwhile, perhaps in response, the company's Facebook minders this morning issued a killjoy edict to its 90,000-plus fan base that says anybody showing their loyalty to the brand by using the logo will be, ominously, “deleted.”

Not surprisingly, the response has been hostile (Nestlé appears to be deleting regularly the most angry comments, including the one shown here by “Jugular Bean”) and can-you-believe-what-Nestlé-has-done? blog posts are already trending so that they appear prominently on Google search page results for “Facebook Nestle.”

If the original Nestlé policy wasn't bad enough — what's the harm anyhow if Facebook users are using the logo in a benign way? — it's arrogant no-excuses response has community members reeling, not to mention creating a firestorm on Twitter. Just look at this snippy exchange:

Ok, Nestlé is feeling under attack from eco-warriors who regularly use and abuse its trademarks, logos and brands to illustrate the unsavory side of the business. And it's not too happy that they've dragged this mud onto the Facebook fan page. But firing the heavy artillery at everyone, fans and activists alike, is bound to do far more damage than anything Greenpeace and Oxfam can say, not to mention lend further support to their cause.

As one fan writes on the Nestlé wall:

I was a big fan of your products, but now, when I saw what you guys wrote, I think I'm gonna stop buying them.

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  • Gregory Stringer's picture
    Mar 26 Posted 7 years ago GregoryStringer On the one hand, I want to say what a bunch of buffoons. On the other, can you imagine how much traffic they've driven? It's been said there's no such thing as bad ink. This may very well be proof.
  • Mar 24 Posted 7 years ago AlexanderMouldovan Here's a way better use of social media -- appreciates its users! They're using to reward users for helping build TCHO's fan base and customer footprint.

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