Sept. 17th Blake Loates discovers “YOU RETARD” message
under her lid, shares it on Twitter/Instagram, tagging both
@CocaCola and @VitaminWater –
Doesn‟t receive timely response.
Father, Doug Loates writes letter to
Coke, shares it with mainstream media
outlets. Sept. 18th family then receives an „impersonal‟
apology from Shannon Denny, Coca-Cola‟s
director of brand communications.
Loates, unsatisfied, does not accept apology.
Sept. 19th David Thomson, VP Still Beverage Unit at
Coke then issues an apology, along with a statement on their
Facebook, Twitter and Tumblr pages on September 20th:
“…and to further express our sincere regret for
this incident, we are making a $100,000 donation:
$50,000 to Easter Seals Canada, and $50,000 to
United Way Canada for diversity and inclusion
programs across the country.”
Loates Family then accepts apology.
With this type of marketing blunder, do you think an apology from
the director of brand communications was enough?
- How do you feel about the VP‟s actions vs. the brand
As a Coke/VW communications team member, what suggestions
would you have for minimizing the negative press in the