nestle | Scott GouldScott Gould

If you didn’t know, Nestlé have had a rough week, which I detailed yesterday.

Today’s post is a continuation: What should Nestlé do now? It’s easy to say what they should’ve done – but now that they had this mess on their hands, what is the way forward?

I’ve got 4 steps for them, that if they do, I believe could turn this around for them.

1. The Focus: Change Perception

I said yesterday that it no longer matters what the facts are. The whole sitution was sparked by a Greenpeace video that claimed Nestlé were using a certain oil from a certain supplier that was destroying rainforests.

Whether this is true or not is irrelevant. Continue reading →

UPDATE: I have also published a follow up post on What Nestlé Should Do Now.

The latest Social Media disaster happened last week as Nestlé got literally slammed on Facebook. Here’s how it happened, what lessons we can glean, and what Nestlé should’ve done:

1. A Social Media presence doesn’t inherently fix your offline problems and perceived questionable ethics.

It began with a Greenpeace campaign attacking Nestlé who are pupportedly purchasing palm oil from companies that destroy rainforests. Greenpeace created a video (which is sitting on their homepage) that rebranded the popular Nestlé chocolate bar brand, Kit Kat, into ‘Killer’, with the slogan ‘give the orang-utan a break.’ Continue reading →