Someone at PepsiCo came up with a not so bright idea to buy credibility on the venerable ScienceBlogs by posing as a nutrition blogger.
Pepsi is involved in a world of good, so why on earth would the company involve itself in a setup job? I really like the Pepsi Refresh media campaign. Eager socially-responsible people in a quest to uplift the world can vie for millions of dollars for their favorite charity. I have actually met people who voted and won a Pepsi donation to their charity of choice. You can’t get more noble than that.
But instead of a regular blogger, Pepsi hid the fact that the blog, Food Frontier, had a contingency of Pepsi scientists behind it. The dishonest approach of Scienceblogs and Pepsi created an online firestorm in the rarified air of the scientific community.
Time to hit the Refresh button.
Under its note of apology, ScienceBlogs asks these questions: “How do we empower top scientists working in industry to lead science-minded positive change within their organizations?
How can a large and diverse online community made up of scientists and the science-minded public help?
How do companies that seek genuine dialogue engage?”
Hey, Pepsi is Refreshing the World by funding great ideas so how about this one: An open forum between the bloggers on ScienceBlogs and the Pepsi scientists about this fiasco and other topics going into the future would be just fine. If you truly want dialogue, Scienceblogs, then give it a chance.