Raging Cow - Marketing Controversy

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.