By Benjamin Haslem
Kleinpeter Farms Dairy, based in Baton Rouge, Louisiana, has been dealing with a crisis over the taste of its milk products for a number of months.
Consumers had been returning the company's products en masse, complaining about a "funny taste" and issues with the milk going off before the expiration date stamped on containers.
Despite hiring consultants, replacing equipment, firing staff and a invoving a dairy scientist, the problem
continued. This was serious issue for the brand.
Once the issue was solved, CEO Jeff Kleinpeter posted a message on YouTube explaining the problem and the
By Benjamin Haslem
Any media manager worth their salt would usually advise that getting angry in media releases can be counter productive.
It may make you feel better but it won't actually help you achieve your objectives. Especially if you're responding to a group that is advocating something most people would support: the safe and considerate consumption of alcohol.
Not so BrewDog.
As Mashable's Todd Wasserman reports, the Scottish Brewer wrote a withering response after Portman Group, a UK alcohol industry standards group, rejected BrewDog's Dead Pony Club ale on the grounds that the packaging encouraged antisocial behavior and binge drinking.
BrewDog's reply, posted on its blog under the class hashtag #sorrynotsorry, cuts to the chase:
On behalf of BrewDog PLC and its 14,691 individual shareholders, I would like to issue a formal apology to the Portman Group for not giving a shit about today’s ruling. Indeed, we are sorry for never giving a shit about anything the Portman Group has to say, and treating all of its statements with callous indifference and nonchalance.
Unfortunately, the Portman Group is a gloomy gaggle of killjoy jobsworths, funded by navel-gazing international drinks giants. Their raison d’être is to provide a diversion for the true evils of this industry, perpetrated by the gigantic faceless brands that pay their wages.
Blinkered by this soulless mission, they treat beer drinkers like brain dead zombies and vilify creativity and competition. Therefore, we have never given a second thought to any of the grubby newspeak they disseminate periodically.
You can read the full post here.
I've never met anyone who drinks Dead Pony Club but I suspect they would be the type of soul who would love such a strident response to what, at least in their and BrewDog's minds, are a group of wowsers.
That makes the response a clever piece of viral marketing. What it means for the future of the product, I'm not sure.
By Benjamin Haslem
"I realize that it seems like a hashtag is a trivial thing. But actually it's not. It's an SOS to the world."
The quote above is from Ramaa Mosley, a Los Angeles commercials and documentary director and mother of two.
The hashtag she is referring to: #BringBackOurGirls
The SOS to the world was a call to action through social media to developed and powerful nations to save 276 Nigerian schoolgirls kidnapped by the terrorist group Boko Haram on 15 April.
Mosley heard about the kidnapping on her car radio on 19 April. Upset, she went online and found some news on the abductions on African websites "but couldn't find anything else in the United States".
Mosley, like others on Twitter, began tweeting the hashtag to "Barack Obama, my senators in California, to any celebrity that I could think of and within a few hours, I started getting responses".
As of 7 May #BringBackOurGirls has been tweeted over 800,000 times.
The hashtag was created in Nigeria by locals enraged by a lack of action by their national government and the indifference of the western media.
It worked. Suddenly there was an outpouring of press coverage internationally of the kidnappings and the origins and motivations of Boko Haram, which incidently has been engaged in a reign of terror in Nigeria since 2009, killing some 5,000 people.
As Mother Jones' Erika Eichelberger explains: the kidnapping and the initial radio silence "hit a nerve in the Nigerian diaspora and among communities of color, and in particular women and girls," says Adotei Akwei, a former Africa advocacy director for Amnesty International.
Christopher Anzalone, an expert on political violence and terrorism at McGill University, agrees. "I think that the media in certain places, such as the United States, which did not initially report much on the most recent kidnapping, may be trying to 'make up' for their tardiness."
The onslaught of media coverage also spurred the Obama administration into action with US Secretary of State John Kerry offering to send a team to Nigeria to help search for the girls.
Mosley also created a Facebook page, which at writing has over 75,000 likes.
The Daily Mail online has an excellent gallery of photographs uploaded on social media.
1. Is Social Media Stifling Political Debate?