A rat in a Coca-Cola
In September of 2014 Wilson Resende, a Brazilian man gave an interview to a Broadcasting TV saying that he got several diseases that unable him to have a normal life and even to work because he had drunk a Coca-Cola with a rat in it.
The problem got a lot of engagement on social media and the video of this interview had been seen for more than 2 million people. The case massively spread and hugely impacted the Coca-Cola sales and brand perception and sentiments. The main platform where it was spread out and people were commenting was facebook.
In reaction, the company, along with its attorneys, decided to run all necessary tests in order to prove that it is impossible to have a rat inside a Coca-Cola bottle during its manufacturing process. Meanwhile all the test where being made and followed by the oficials institution in Brazil, the company posted an announcement at facebook saying the all its product follow very strict processing protocol that makes impossible to a rat to get inside a bottle. The Coca-Cola Company Brazil also stated that the company has more than 127 years of care, commitment and respect to its consumers. They were sorry for Wilson Resende’s conditions and disease but they were not taking it as truth as something relatated to the company’s product. The company also provided a Toll free number for those who had further questions regarding the quality assurance of its product and also want to visit the plant to learn and understand more about the manufacturing process and quality assurance.
Later one, after proving the official institutions that this can simply not be possible an official document was release in favor of Coca-Cola. The company again posted it on its Facebook page and conclude the case.
In my opinion the company followed a very good path in showing respect to Wilson Resende conditions but not taking this as truth and reaffirming is position of having high quality products under very strict quality controls that wouldn’t allow a rat to enter the bottle. It also did good communication in the same platform people were talking and commenting it and also posting Memes about the case. Finally, posting the official response for the case provided by the official institution in Brazil in their favor was a good way to end the case.
