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Product Review Hijacking
Negatively or positively mass-reviewing a product
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Activists Hijack Pepsi's Reviews
In 2014, Pepsi launched a new soda that was made with cane sugar and Stevia, an alternative to corn syrup. Environmental advocates hijacked their launch in protest against the company's sourcing of palm oil. Advocates flooded Amazon.com, where the product was being sold, and left incredibly negative reviews talking about things like modern day slavery, labor abuse, and rainforest destruction. The reviews were so strong that Amazon removed the product within 24 hours of the launch.
Tactic Categories:
Acts of Expression
Protest/Appeal
Medium of Electronic Communication
Mass Action
Coercive &
Persuasive