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crisis management

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  • P.D Sathish Chandra
    Two interesting case studies of Coke for readers Crisis 1 When Coke s label when read from the mirror looked like Satan (Urdu way) - Nation wide campaign was
    Message 1 of 1 , May 8, 2003
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      Two interesting case studies of Coke for readers

      Crisis 1

      When Coke's label when read from the mirror looked like Satan (Urdu way) -
      Nation wide campaign was run to prove the trouble makers wrong. The supreme
      authority with the Muslim community was contacted and we took it in writing
      (Urdu) from them that its not true and its just an instance of few anti
      social elements who are trying to rig up a controversy. Elaborate
      Nationwide PR campaigns were held in all major cities and it did minimize
      the effect the press articles which had write about the satanic element in
      Coke's mirror image.

      Crisis 2

      When a cockroach was found in Pepsi bottle the news papers wrote extensively
      on the hygiene of bottling units. Although they were true but it was very
      generic and was targeted at all bottled beverages. To tackle this there was
      a PR campaign launched to elaborate the hygiene followed at all Coke
      bottling plants (things like no bottle is touched after its presented to the
      machine and till it comes out in crates completely ready for distribution
      were highlighted) to assist the same there was a plant visit organized where
      the reporters were motivated to write about the regimented international
      standards followed by Coke in their bottling plant. The overall effect of
      the campaign did wake up the competitor bottling units and brands and there
      was a year long article lineup about hygiene in beverage industries.

      Hope these two make sense to the discussion about image crisis of Pepsi at
      madras.

      Regards

      Sathish
      98450 31413
      Crosshair Consulting
      www.crosshairconsult.com
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