Business Case Studies, Brands & Branding and Private Labels Case Study, Coke, Pepsi

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Brands & Branding and Private Labels Case Study

Case Title:

Managing Brand Reputation: The Case of Coke, Pepsi and Cadbury in India

Publication Year : 2004

Authors: Uma Shanker Shastry & T Phani Madhav

Industry: Beverages


Case Code: BBP0005

Teaching Note: Available

Structured Assignment: Available

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When reports of pesticides in soft drinks and worms in chocolates hit the headlines, consumers' ire against Coke, Pepsi and Cadbury was palpable across India. Within days, the brands became symbols of disrepute and blame. The biggest asset for these three companies, their reputation, was blemished beyond doubt. To protect their brand image and to regain consumer confidence, the companies responded with public relation activities and advertising campaigns.

Pedagogical Objectives:

  • To discuss the efficacy of charges levelled against these companies
  • To discuss the war-footing measures adopted to contain the damage caused by the allegations and evaluate the effectiveness of these measures.

Keywords : Pesticide controversy, Coke and Pepsi, Worms in chocolates, Cadburys Dairy Milk, Project vishwas, Symbols of disrepute, Damage control, Brands & Branding Case Study, European Economic Commission, Brand ambassadors, McCann-Erickson, 'Safety' aspect, Aggressive multimedia campaign, Tagline, Storage requirements, Consumer sentiments


  • Introduction
  • Crisis control at the colas
  • Cadbury India – the scare of worms
  • Refurbishing the brand

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