IMD857 22.11.2016

NESPRESSO: HOW TO PROTECT YOUR BRAND FROM SOCIAL MEDIA ATTACKS

EMBA 2015 graduates Anne Irigoyen, Karsten Ranitzsch, Philipp Lehner prepared this case under the supervision of Professor Stefan Michel as a basis for class discussion rather than to illustrate either effective or ineffective handling of a business situation.

SATURDAY, SEPTEMBER 3, 2011. A video entitled, “The secret Clooney Commercial, Nespresso wants to forbid…” was unexpectedly launched on YouTube by the NGO Solidar Switzerland. The parody – featuring a Clooney lookalike – was aimed at getting Nescafe to commit to using only fairly traded coffee throughout its Nespresso and other product ranges.

The narrator in the videos explains that Nespresso is one of the most expensive coffees, but sadly, it is not fairly traded. He then goes on to say that George Clooney can change this and encourages viewers to post messages to Clooney through Solidar’s Facebook page. This resulted in 1.2 million messages against less than 0.01 million followers on Solidar’s Facebook page. Supporters were also asked to post messages on Nespresso’s Facebook page.

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