Arla faced backlash after announcing a trial for Bovaer, a feed additive intended to reduce methane emissions from cows. Despite regulatory approval, social media misinformation and conspiracy theories emerged, misrepresenting the additive as harmful and linking it falsely to Bill Gates. Experts highlighted Arla's communication missteps, such as using technical jargon instead of relatable terms. The incident underscores the challenges innovative brands face in conveying their messages effectively to avoid public misunderstanding and backlash, especially in a rapidly evolving digital landscape.
"Despite being an important climate-friendly innovation, Arla's messaging around the Bovaer additive failed to resonate with the public, leading to widespread misinformation and backlash."
"Industry experts suggest that Arla's communication should have included more consumer-friendly terms, such as 'cow burps and farts', rather than technical jargon like 'enteric emissions', to connect better with the audience."
Collection
[
|
...
]