„Things go better with Coke” but is Coke going well?
Year 1999 (July) 14 years old schoolboy from Belgium Coke That is how one of the biggest nightmares of Coca-Cola started…
The boy suffered nausea and claimed that Coke he had smelled strange… His friend got it too… 2 hours later both were in hospital were the doktor said: it must be food poisoning…
40 more kids from the very same place got sick Some time later – 200 people from the area suffered nausea Coca-Cola decided to withdraw 2,5 million cans from Belgium
Belgium was earlier criticized for not taking actions fast enough when it appeared that there were contaminated meat and poultry Which means: Context matters!
Belgium reacted fast Selling Coke became forbidden in Belgium Factories in Antwerp and Ghent were closed It appeared that Coke had used contaminated CO 2
France, Holland and Luxembourg have forbidden 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
Coca-Cola withdrew 14 millions boxes (biggest ever) Coca-Cola lost 60 millions in three months Coca-Cola shares were loosing value really fast UUUUUUPPPPPPPPSSSSS…
Media said it was a Public Relations DISASTER!
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: We took care, and everything is a OK. But they didn’t and it wasn’t
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!
Group 2 Group 1 Group 3 Group 4 What do you think about Coca-Cola behavior? What Coca-Cola should have done when first heard about the smell? What Coca-Cola President should have done after rumors about Cola contamination appeared? Did Belgium government acted like it should? What do you think about the idea that Coca-Cola shouldn’t withdraw their products and defend? What the defence could have beeen like? 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