Sales still low

Coca Cola embarks on damage control campaign

Company stewardesses to offer beverage samples at supermarkets in effort to restore consumers' trust. Soft drink company avoiding aggressive sales push in fear of damaging image

Coca Cola Israel is embarking on a damage control campaign following a recall of damaged products which resulted in a 20%-30% drop in sales of carbonated beverages.


As of Wednesday stewardesses on behalf of the company will offer customers beverage samples in order to prove the drink has no aftertastes or bad odors. The soft drink company is also slated to offer discounts within a week or two.


The Blue Square chain has already started pushing discounts of rival brands and is selling a Pepsi-max six-pack at half price.


Coca Cola, however, is avoiding an aggressive discount campaign for fear of damaging its image in the eyes of consumers.


According to the marketing chains, Coca Cola sales continue to suffer as a result of the "gas affair." It was discovered last month that the gas used by the soft drink company was defective and caused bad flavors and odors.


The chains, nevertheless, stated that some consumers chose to replace the company's products with juices and drinks which are considered healthier, instead of opting for rival brands.


In addition, they implied that the mention of the gases' origin – a pesticide producing company – increased health awareness among consumers.


An official explanation has yet to be provided regarding the nature of the malfunction in the company's carbon dioxide supplier. The Health Ministry launched an inquiry into the affair following the recall of bottles which has yet to be completed.


פרסום ראשון: 12.10.09, 10:05
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