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Chobani evoked some emotion with the under-lid message “Nature got us to 100 calories, not scientists. #howmatters” Many disapproved of the line for the message that it instilled-that what comes from nature is healthier or better, whereas science is gross and to be avoided when it comes to food.
Howmatters Hashtag
Those who disapproved of the message, especially scientists of different fields, began tweeting messages under Chobani’s #howmatters criticizing the slogan. Scientists in particular took offense to the message, noting that the message specifically condemned scientists, not just science. The #howmatters campaign was not just about being offended by the message, though. Opposers of the slogan were concerned with the attitude that the message furthers, that science is scary and nature is good. Natural ingredients are not always healthy, many poisons and harmful substances are completely natural. On the other hand, science has helped to pave the way for cleaner drinking water, creation of life-saving medications, and many other benefits to health and well being.
#howmatters was picked up on by several news agencies, and articles were written regarding the message and the sentiment. Chobani had initiated the hashtag, but it turned out to be a forum for debate about how science has made food healthier, safer, and tastier. Chobani caught wind of the controversy and apologized, halting further production of the offensive lids. The company said that the whole ordeal has been a real lesson for them, and that the impact of future slogans will be more thought out. Many of the people behind the hashtag tweets have praised Chobani for addressing the issue. Many consumers have also expressed their delight at the idea that social media is now having such a huge impact on the way companies do business, and that opinions expressed through mediums such as hashtag activism are being addressed and corrected.
