Here’s a good article on how Brands can come under attack from various organised pressure groups. In this case, Kleenex by environmentalists for what they term “unsustainable forest operations” including “wiping away ancient forest”.

I love the conclusion

These pressure groups have significantly fewer resources than the brands they are trying to influence. However, when combining their cause with the nature of the online world and (typically) a better understanding of how the Internet and search engines work, they can often gain substantial influence on direct sales and long term brand value.

Because the traditional barriers of entering the debate has been removed, brand owners need a wake up and understand how they can defend their brands effectively online or suffer the loss in brand value and sales.