Case Study : Pepsi

Pepsi had to deal with a crisis when an elderly couple claimed to discover a syringe floating inside a can of Diet Pepsi ! The pepsi cola company had to work round the clock to initiate a successful PR campaign. Media relation executives used television to launch offense strategies.

One video release illustrated the high-speed can-filling lines, eliminating the public's fear of an unsafe canning process. Another pictured a woman who was caught at a convenience store inserting her own syringe into an open Diet Pepsi can. Pepsi cooperated fully with the FDA and its investigative efforts. On June 21, 1993, Commissioner Kessler held a press conference calling the Pepsi-Cola controversy a hoax.

The most interesting part of the PR campaign was the ads that were placed  by Pepsi.

It read "Pepsi is pleased to announce…nothing." 

For more information, visit the web source : http://www.metapr.com/info/crisis/sa1994_1.htm