Subject: Nestle Rejects Militant PR Plan To Combat Renewal of Boycott 
Date: Published: 4/25/89 (41 lines)
Source:  Wall Street Journal.  Copyright Dow Jones & Co. Inc. 

    Marketing & Media -- Advertising:  
    Nestle Rejects Militant PR Plan
    To Combat Renewal of Boycott
    ----   
    By Alix M. Freedman

    It's crisis time at Nestle S. A. A boycott of Nestle
 products sparked by the company's infant formula-marketing
 practices in the Third World was renewed in October after a
 five-year lull.  So the world's largest -- and most
 controversial -- infant feeder is in the market for some
 damage control.

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    Last month, Nestle hired Ogilvy & Mather's public
 relations unit to help it dispel any negative backlash from
 the boycott.  The agency took an unusually aggressive stance:  
 It drew up a battle plan ominously entitled "Proactive
 Neutralization."  The confidential document outlining Ogilvy's
 blueprint for boycott-bashing gives a rare peek at how
 Madison Avenue tackles the nitty-gritty of image-makeovers.
 "inoculate" Nestle's Los Angeles subsidiary from any negative
 effects of the boycott.  The game plan includes funding a
 Carnation National Homework Help Line and a foster care fund
 for children and infants with AIDS. (Ogilvy considered but
 dropped a Carnation Combats Cocaine effort, which it deemed
 "too negative," and the Carnation Literacy Library, "a
 crowded do-good area due to Barbara Bush's involvement.")

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