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.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. 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: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
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.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 know–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?
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 misinformationThis is not a page of misinformation, but about. I try not to give links to bad information if I can help it. 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 goodwill–and it’d probably generate some positive PR, too.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. You’ll receive a coupon in the mail.”
Normally, I try for some small modicum of tact. (I can hear you laughing from here, Michael. Shut up.) But this latest tactic from Prop 8 supporters can really only be boiled down as “stupid:”
In another jab at the federal judge who ruled against Proposition 8, sponsors of the gay marriage initiative asked a district court Monday to set aside the ruling on the grounds the judge was in a long-term same-sex relationship that posed a conflict of interest.
Attorneys for ProtectMarriage, the group that sponsored the 2008 ballot initiative, said in a legal motion that Chief Judge Vaughn R. Walker, who retired from the San Francisco-based district court earlier this year, had a duty to disclose his relationship and step down before deciding whether a ban on same-sex marriage violated the federal Constitution.
“Judge Walker’s ten-year-long same-sex relationship creates the unavoidable impression that he was not the impartial judge the law requires,” said Andy Pugno, a lawyer for ProtectMarriage. “He was obligated to either recuse himself or provide full disclosure of this relationship at the outset of the case. These circumstances demand setting aside his decision.”
So let me get this straight (heh) – only heterosexual judges can rule on legal cases involving gay civil rights (the right to marry, in this case)? Really? How far does this particular brand of stupid and/or crazy “logic” extend? Does this mean a judge who is married cannot rule on divorce cases? Or does the judge have to be divorced? Which is the conflict there? What if the judge is separated?
If the defendant is African American, is it okay if the judge is African American? What if the plaintiff is Caucasian? What is the acceptable race for the judge? Do we have to find someone who has mixed heritage? Or does that only matter if it’s a civil rights related case?
This is clearly a very complicated matter, and I look forward to Andy Pugno and/or ProtectMarriage stepping forward and offering us clear and uncomplicated flow charts to indicate just who may reside over a trial at any given time.
I feel like people are probably expecting a comment on Groupon’s amazingly over the top, tasteless, offensive advertisement shown during the Super Bowl last night. (Why do I feel like people expect this? Well, I’m Buddhist and I am known for being cranky. It’s not really a large leap there…)
So, yes, I found that Groupon advertisement to be a masterclass in what not to do. For those who missed the advert, here it is:
The copy reads
Mountainous Tibet – one of the most beautiful places in the world. This is Timothy Hutton. The people of Tibet are in trouble, their very culture in jeopardy. But they still whip up an amazing fish curry. And since 200 of us bought on Groupon.com we’re getting $30 worth of Tibetan food for just $15 at Himalayan restaurant in Chicago.
Let’s get the basics out of the way, first. Tibet is in the Himalayas, yes – and because of this, Tibetan cuisine, along with most Himalayan cuisine, doesn’t involve fish. Neither does it involve curry (although Tibetans living in exile in India have added it to their diet).
Facts aside, there are still massive issues here. Putting aside the big one for a minute, the slightly smaller one is the incredibly tone-deaf advertisement creating a situation that suggests all is okay because the displaced, threatened culture can still cook for the White Man. I am not a race scholar by any means, but you don’t need to be one to see the ugly legacy of colonialism echoing in the advertisement.
And then, of course, there is the big issue. The Big Issue. The fact that Groupon is using the genocide of a people to sell it’s services. The occupation of Tibet is considered by many to be one of the grossest examples of human rights violations in the last fifty years. We know that China has imprisoned, beaten, raped, tortured, and killed men and women, monks and nuns, who refuse to renounce their Buddhist beliefs or their allegiance to the Dalai Lama. We know that China has “disappeared” the entire family of the Panchen Lama – at least, the one recognized by the Dalai Lama and other ranking Buddhist monks. China has made it clear that when the current Dalai Lama dies, they will try to instill a puppetmaster in his place – and that they intend to destroy the religion. They have already destroyed countless monasteries, artifacts, and aspects of culture and way of life.
So naturally, Groupon thinks this is a great thing to use to sell it’s services. Because making fun of Darfur would have been dated, and Egypt happened too quickly for them to jump on that train, I suppose. And Groupon did think it was a great thing; from their Twitter feed:
Like standing too close to a rainbow, viewers’ hearts are warmed by #Groupon’s Super Bowl ad. #brandbowl http://bit.ly/e7X48C
It was only well after the Tibet advertisement aired that Groupon realized it badly miscalculated; almost an hour after airing, the topic was still trending on Twitter, and the feedback was not positive. Then Groupon posted an additional tweet, which has not yet been supplanted by anything else:
Support Tibet’s largest charity here: http://savethemoney.groupon.com/
Now, in it’s supposed-defense, prior to airing of any of the advertisements yesterday, Groupon’s Andrew Mason (founder) posted this at it’s site:
The gist of the concept is this: When groups of people act together to do something, it’s usually to help a cause. With Groupon, people act together to help themselves by getting great deals. So what if we did a parody of a celebrity-narrated, PSA-style commercial that you think is about some noble cause (such as ‘Save the Whales’), but then it’s revealed to actually be a passionate call to action to help yourself (as in ‘Save the Money’)?
The actual “Save the Money” link says:
Money is one of our most important natural resources. Sadly, thousands of dollars are wasted every year. Until now.
Finally, celebrities are lining up to spread the word about this important fight. Watch the informative videos below to find out how you can help save the money.
If you save so much money that you feel like saving something else, donate to the four mission-driven organizations below. Groupon is matching donations to make sure they can save the money too.
There are two issues here. The first is practical: the only people who know about “Save the Money” are the people who are already reading Groupon’s blogs and participating in it’s forum(s). The advertisements themselves don’t include any information. And in fact, had Groupon even decided to air a black title card with information on “Save the Money” with a link to the Tibet Fund, then we might not be having any of this conversation. But instead, the company courted disaster by creating a small group of “in-the-know” people who the advertisement wasn’t created for. The people with no, or only passing, familiarity, with Groupon had no context for the charity aspect of these commercials.
The second is a bit more academic. Andrew Mason has said that this was supposed to be a poke at Groupon’s origins, a fun parody and a satiric take on the celebrity PSA. The issue is in how satire – and even parody – work. Both work when a situation is turned on it’s head, allowing the viewer to see the foolish nature of the person, or position, being targeted (whether it is their own views or, say, Glenn Beck’s). This is why The Daily Show excels at just what they do – they’ve mastered the art of changing perception, and highlighting just how foolish their target (often Fox and personalities) are being.
The problem with Groupon’s target here is that few people think that outrage over the situation in Tibet is wrong or foolish. The concept is a bit more viable in the other two Groupon advertisements aired last night (save the whales by whale-watching and save the rainforest by getting a Brazilian wax) only because those two situations don’t involve the actual torture, imprisonment, and death of a cultural group. So instead, the focus of “who is foolish” flips back on Groupon – people don’t feel that opposing the Chinese occupation of Tibet is foolish, or that their support (financial or otherwise) is foolish. Therefore, Groupon becomes foolish (and tone-deaf, insensitive, and more) for their advertisement. (Note: it taints Timothy Hutton pretty badly, too.)
The takeaway here is pretty simple. It’s really hard to make genocide funny. It’s pretty much going to be impossible to use genocide – be it Nazis, Tibet, or Darfur – to positively reflect your brand or to sell anything. The exception here is if you manage to come up with the musical heir to The Producers. But unless you have the modern equivalent of Springtime for Hitler under your belt, you’d best leave genocide to the documentaries and dramas, and consider something else for your first national advertising campaign.
Note: The Chicago Tribune has a continuous Twitter-feed of responses (still continuing) to the Tibet advertisement. Some people might argue that any publicity is good publicity, but I’m not sure I agree in this case – associating your product with an apparent callous regard for human life really doesn’t seem like a winning strategy to attract new users, or maintain the old.