Coca-Cola's Belgian Crisis - The Public Relations Fiasco
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This case study was compiled from published sources, and is intended to be used as a basis for class discussion. It is not intended to illustrate either effective or ineffective handling of a management situation. Nor is it a primary information source.
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The Recall Contd...
By June 15, 1999, Coca-Cola had recalled about 30 million cans and bottles, the largest ever product recall in its 113-year history. For the first time, the entire inventory of Coca-Cola's products from one country was banned from sale.
On May 8, 1886, Coca-Cola went on sale for the first time in the Joe Jacobs Drug Store. The first Coca-Cola advertisement appeared in The Atlanta Journal on May 29, the same year. Pemberton, with modest help from several investors, spent $73.96 on advertising, but was able to sell only 50 gallons of syrup at $1 per gallon.
In 1892, Candler formed 'The Coca-Cola Company' and a year later registered 'Coca-Cola' as a trademark. Only Candler and Pemberton's associate, Robinson, knew the beverage formula. It was passed on only by word of mouth and came to be known as the 'most closely guarded secret in American industry.' Despite occasional rumours, company sources insisted that cocaine was not an ingredient in Coca-Cola's formula...
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