Marketing Controversy
After the introduction of the beverage in March 2003, there was controversy over the strategy of marketing agency Richards Interactive to capitalize on the then-novel weblog phenomenon. Along with whimsical blogs "authored" by the product's barnyard mascots, six teenagers were hired to promote the drink in otherwise authentic blogs. Although the intent was to gain a stronger, more credible connection with the young target audience, adult observers saw the tactic as disingenuous and subversive and staged a boycott, which attracted press coverage. The campaign is now regarded as a failure.
Read more about this topic: Raging Cow
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“And therefore, as when there is a controversy in an account, the parties must by their own accord, set up for right Reason, the Reason of some Arbitrator, or Judge, to whose sentence, they will both stand, or their controversy must either come to blows, or be undecided, for want of a right Reason constituted by Nature; so is it also in all debates of what kind soever.”
—Thomas Hobbes (1579–1688)