This case is a brilliant example of effective crisis management – the company has not only mitigated a reputational crisis and risk of business being banned from a successful 40mln+ consumer market, but also managed to strengthen its reputation, elevate trust and brand love in general. And all of this – thanks to timely, appropriate and effective communications. Most importantly – third-parties/opinion leaders became actively engaged in defending the company’s legacy, resulting from relations, established during the years of Coca-Cola’s operations in Ukraine.

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