If you're a brand marketer concerned about the loss of control that is characteristic of social media channels, you'll no doubt lose sleep over this video. Consumers are exerting influence and engaging in brand-play in the real world too.
It's called shopdropping -- the act of placing doctored product packaging (often calling attention to the disconnect between a brand's stated and actual values) alongside the real thing on retail shelves. This is just one flavor of the culture jamming movement that has been around for decades and is gaining grassroot popularity. Enjoy.
Video by Kelly Loudenberg via Travelistic.com.
