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PR or not PR… case study

©Dr Maciej Ulita. PR or not PR… case study. „ Things go better with Coke ” but is Coke going well ?. „ Always Coca-Cola”. +. =. Year 1999 ( July ) 14 years old schoolboy from Belgium Coke That is how one of the biggest nightmares of Coca-Cola started …. FACTS.

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PR or not PR… case study

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  1. ©Dr Maciej Ulita PR or not PR…case study

  2. „Things go betterwithCoke” but isCokegoingwell? „Always Coca-Cola” + =

  3. Year 1999 (July) 14 years old schoolboy from Belgium Coke Thatishow one of thebiggestnightmares of Coca-Cola started… FACTS

  4. The boy suffered nausea and claimed that Coke he had smelled strange… His friendgotittoo… 2 hourslaterbothwereinhospitalwerethe doktor said: Whathappened? itmust be foodpoisoning…

  5. 40 more kids from the very same place got sick Some time later – 200 people fromtheareasuffered nausea Coca-Cola decided to withdraw 2,5 million cans from Belgium More facts…

  6. Belgium was earlier criticized for not taking actions fast enough when it appeared that there werecontaminated meat and poultry Which means: Context matters! … and somebackground

  7. Belgium reacted fast Selling Coke became forbidden in Belgium Factories in Antwerp and Ghent were closed It appeared that Coke hadused contaminated CO2 Somemorebackground

  8. France, Holland and Luxembourg haveforbidden selling Coca-Cola Swiss authotities demanded that CC must publish information where their products are made Health Minister of RSA (far from crisis) informed citizens that they should not drink CC Domino isfalling

  9. Coca-Cola withdrew 14 millions boxes (biggestever) Coca-Cola lost 60 millionsinthreemonths Coca-Cola shares were loosing value really fast And… UUUUUUPPPPPPPPSSSSS…

  10. Media saidit was a Public Relations DISASTER! And finally

  11. Month earlier owner of one of pubs in Bellgium let Coca-Cola know that 4 of his clients got sick after smelly Coke… Coca-Cola replied: What happened and what should have happened? But they didn’t and it wasn’t We tookcare, and everythingis a OK.

  12. Coca-Cola President – Douglas Ivester needed a week to apologize Lack of information from Coca-Cola made media to fulfill the space with rumors President went to Belgium agreed with Minister (which was lucky, because it was close to elections and Minister wanted peace as fast as it is possible) – SO AGAIN – CONTEXT MATTERS! TheDisaster

  13. Theend of story and now

  14. Some practise What do you think about Coca-Cola behavior? What Coca-Cola should have donewhen first heard about the smell? Group 1 Group 3 What do you think about the idea that Coca-Cola shouldn’t withdraw their products and defend?What the defencecouldhavebeeen like? What Coca-Cola President should have done after rumors about Cola contamination appeared? Did Belgium government acted like it should? Group 2 Group 4 How Coca-Cola came back to Belgium? How was it in your opinion? (www.thecoca-cola-company.com/news/index.html; Jul. 1. 1999) Coca-Cola Set to Return to Belgian Marketplace This Weekend

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