During the last Super Bowl, Chobani debuted an advertisement focusing on their use of natural ingredients and limited preservatives. It was an innocuous, somewhat bland, typically feel-good commercial, emphasizing that how things are made matters. And it probably would have gone largely unnoticed by media critics, science writers, and scientists, save for one wee problem:
Chobani extended the thought of the commercial to messages inside yogurt lids. But a commercial is 90 seconds of words and images; a yogurt lid is a lot less space. And in that space, they opted for the fatefully bad phrase:
Nature got us to 100 calories, not scientists. #HowMatters.
They might as well have painted a bullseye on the label.
Since then, Chobani’s social media team mistakenly tried to take the tongue-in-cheek approach, realized it was backfiring even further, apologized, explained they use science, and reassured consumers that the #WordsMatter and they’ve discontinued the lids.
Overall, I’ve seen worse responses from companies, and chances are excellent that this will blow over and be nothing but Google search memories in another week or so. But a couple of us were chatting on Twitter about what Chobani’s ideal response would be, even if it included a bit more risk for the company.[note]Yeah, I’m giving more helpful feedback even without being paid. What can I say, I’m inconsistent and it became an interesting problem to mull.[/note] We spitballed for a bit and then the conversation moved on, but the idea didn’t leave me. During what was undoubtedly procrastination on another project over the weekend, I realized that my ideal? Would be for Chobani to modify their #HowMatters commercial with the opening voice-over from Numb3rs:[note]Numb3rs was an absolutely fantastic TV show created by Cheryl Heuton and Nicolas Falacci. No disrespect or infringements intended in using their voiceover sequence to illustrate how to make something “scary” and “alien” accessible; Numb3rs had several strengths, and one of them was how it demystified science. It remains one of my favourite teaching tools[/note]
Chobani uses science every day:
to pasteurize milk, to tell temperature, to isolate probiotics.
Science is more than formulas or equations;
and it’s not something to be afraid of.
Science is using our minds to solve the biggest mysteries facing food production and safety in America.[note]They could even go for a much cheekier take on the final sentence, although I think it might be too much: “Science is using our minds to solve the biggest mysteries we knowâ€“like how to get great-tasting yogurt from farm to factory to your refrigerator.” Note: If you’re from Chobani and reading this, talk to Heuton and Falacci to find out who owns the rights to the Numb3rs sequence and properly secure permissions, okay?[/note]
How does matter, and so does the science behind our yogurt. At Chobani, we’re committed to using the best advances in science to benefit everyone. We’re not saying we’re perfect, but our minds are in the right place.
Chobani is right: how they got to 100 calories matters, and they have a great opportunity to support and boost the positive benefits of science and STEM in America, peeling back the curtain a bit to let people see how science is truly part of everyday life. In a society where fear of chemicals (and thus science) is growing, thanks in large part to misinformation[note]This is not a page of misinformation, but about. I try not to give links to bad information if I can help it.[/note] and lack of education, and when we need more rather than less people interested in STEM, this would be a small but significant gesture of goodwillâ€“and it’d probably generate some positive PR, too.[note]According to David Kroll, Chobani also has a personal apology to all scientists: if you were miffed by their message, follow this link to their customer loyalty contact page. Kroll says, “Simply fill out the form with your name and address and indicate in the message box that you are a scientist who was miffed by their message. You might also consider elaborating with a message like that of commenter memsomerville below. Youâ€™ll receive a coupon in the mail.”[/note]