To douse the fire, Coca-Cola Bangladesh rolled out an ad dealing with the matter at hand. The advertisement: a case study in poor executionThe recent advertisement by Coca-Cola Bangladesh was just a textbook case of how not to handle a crisis. The hurriedly done, poorly researched narrative did not serve the cause but signalled exactly a tone-deaf crisis approach. Strategic messagingEffective crisis communication requires strategic messaging that is coherent, consistent, and aligned with the brand's values. The recent advertisement from Coca-Cola in Bangladesh is a good example of how a lack of adept crisis communication can significantly hurt a brand's reputation.
