Pepsi Syringe Scare
Pepsi’s Crisis Response: The Syringe Scare
1993
Ryan Campbell
Public Relations
9/28/10
Background: Pepsi has been a favorite soda of millions of people for over a decade. In 1993, PepsiCo received the Silver Anvil Award for businesses for successfully solving a crisis that had to do with one of its products. To understand the severity of the crisis it was first facing in 1993 it is important to understand a little history of the company. It was first created in 1898 when Pepsin and Cola nuts were combined in a unique recipe. Pepsi is a brand name that is actually owned by the company PepsiCo. Besides Pepsi brands, the company owns Quaker Oats, Gatorade, Frito-Lay, SoBe, Naked, Tropicana, Mountain Dew, and 7up (outside the US). Today PepsiCo is the world leader in snacks, foods and beverages with revenues of more than $60 billion and over 285,000 employees. PepsiCo has a Mission Statement that reads “Our mission is to be the world's premier consumer products company focused on convenient foods and beverages. We seek to produce financial rewards to investors as we provide opportunities for growth and enrichment to our employees, our business partners and the communities in which we operate. And in everything we do, we strive for honesty, fairness and integrity”.
Situation Analysis: In June of 1993, PepsiCo’s mission and visions faced a severe crisis. This crisis could have put the future of the company and its Diet Pepsi brand in jeopardy. On June, 10 of that year, a syringe was allegedly found in a can of Diet Pepsi. The syringe was found in an unopened can by a man in Tacoma, Washington. Seattle television news reported this issue along with the discovery of a second syringe which prompted the FDA to issue a regional advisory. The advisory urged consumers of Diet Pepsi to empty the contents into a glass before drinking. This news immediately grabbed national media attention and within a few days the report has spread around the country. PepsiCo
1993
Ryan Campbell
Public Relations
9/28/10
Background: Pepsi has been a favorite soda of millions of people for over a decade. In 1993, PepsiCo received the Silver Anvil Award for businesses for successfully solving a crisis that had to do with one of its products. To understand the severity of the crisis it was first facing in 1993 it is important to understand a little history of the company. It was first created in 1898 when Pepsin and Cola nuts were combined in a unique recipe. Pepsi is a brand name that is actually owned by the company PepsiCo. Besides Pepsi brands, the company owns Quaker Oats, Gatorade, Frito-Lay, SoBe, Naked, Tropicana, Mountain Dew, and 7up (outside the US). Today PepsiCo is the world leader in snacks, foods and beverages with revenues of more than $60 billion and over 285,000 employees. PepsiCo has a Mission Statement that reads “Our mission is to be the world's premier consumer products company focused on convenient foods and beverages. We seek to produce financial rewards to investors as we provide opportunities for growth and enrichment to our employees, our business partners and the communities in which we operate. And in everything we do, we strive for honesty, fairness and integrity”.
Situation Analysis: In June of 1993, PepsiCo’s mission and visions faced a severe crisis. This crisis could have put the future of the company and its Diet Pepsi brand in jeopardy. On June, 10 of that year, a syringe was allegedly found in a can of Diet Pepsi. The syringe was found in an unopened can by a man in Tacoma, Washington. Seattle television news reported this issue along with the discovery of a second syringe which prompted the FDA to issue a regional advisory. The advisory urged consumers of Diet Pepsi to empty the contents into a glass before drinking. This news immediately grabbed national media attention and within a few days the report has spread around the country. PepsiCo