In 1993, a syringe was found in a Pepsi can.
Within days, 49 more appeared across 23 states.
Mass hysteria followed. Sales in freefall. Major retailers pulled every Pepsi from their shelves.
The CEO's response?
Launch the most aggressive counterattack in corporate history:𧡠x.com
Within days, 49 more appeared across 23 states.
Mass hysteria followed. Sales in freefall. Major retailers pulled every Pepsi from their shelves.
The CEO's response?
Launch the most aggressive counterattack in corporate history:𧡠x.com
It started with a single syringe.
On June 9, 1993, an elderly couple in Tacoma, Washington found one inside their Pepsi can.
Within days, over 50 similar reports flooded in from 23 states.
Pepsi faced its biggest crisis ever, and it only got worse... x.com
On June 9, 1993, an elderly couple in Tacoma, Washington found one inside their Pepsi can.
Within days, over 50 similar reports flooded in from 23 states.
Pepsi faced its biggest crisis ever, and it only got worse... x.com
Panic spread like wildfire across the nation.
News channels ran non-stop coverage showing "contaminated" cans.
Major retailers yanked Pepsi from their shelves.
Sales crashed by $15 million in just seven days.
Then Pepsi's CEO made a decision that seemed suicidal... x.com
News channels ran non-stop coverage showing "contaminated" cans.
Major retailers yanked Pepsi from their shelves.
Sales crashed by $15 million in just seven days.
Then Pepsi's CEO made a decision that seemed suicidal... x.com
While his advisors begged him to recall the product, Craig Weatherup had other plans.
Most CEOs would've apologized and pulled their products.
But Weatherup saw something nobody else did.
His next move would either save or destroy the company... x.com
Most CEOs would've apologized and pulled their products.
But Weatherup saw something nobody else did.
His next move would either save or destroy the company... x.com
He went on national TV and did the unthinkable:
He called every single tampering claim a hoax.
Refused to issue a recall and challenged the media's coverage.
The public was stunned. The press was furious.
But Weatherup had an ace up his sleeve... x.com
He called every single tampering claim a hoax.
Refused to issue a recall and challenged the media's coverage.
The public was stunned. The press was furious.
But Weatherup had an ace up his sleeve... x.com
He invited 60 FDA investigators into Pepsi's factories.
Their canning process was a marvel of modern engineering:
β’ Tamper-proof safety systems
β’ 1,200 cans sealed per minute
β’ Weight sensors detecting tiny differences
But they needed more than facts. They needed proof...
Their canning process was a marvel of modern engineering:
β’ Tamper-proof safety systems
β’ 1,200 cans sealed per minute
β’ Weight sensors detecting tiny differences
But they needed more than facts. They needed proof...
Fortune favored the bold.
Security cameras in Aurora, Colorado caught a 61-year-old woman red-handed.
Gail Levine was filmed inserting a syringe into a can before "finding" it.
The footage reached 95 million viewers.
But Weatherup wasn't done yet, his next move was legendary: x.com
Security cameras in Aurora, Colorado caught a 61-year-old woman red-handed.
Gail Levine was filmed inserting a syringe into a can before "finding" it.
The footage reached 95 million viewers.
But Weatherup wasn't done yet, his next move was legendary: x.com
He launched the most aggressive PR campaign in corporate history:
β’ 2,000+ media interviews in 5 days
β’ Called out "mass hysteria" on prime time TV
β’ Live factory footage showing tamper-proof systems
The FBI's investigation revealed something even more shocking...
β’ 2,000+ media interviews in 5 days
β’ Called out "mass hysteria" on prime time TV
β’ Live factory footage showing tamper-proof systems
The FBI's investigation revealed something even more shocking...
The conspiracy was bigger than anyone imagined.
Many syringes were too large to fit through can openings.
The manufacturing dates didn't match.
Stories fell apart under scrutiny.
Then came the revelation that vindicated Pepsi entirely... x.com
Many syringes were too large to fit through can openings.
The manufacturing dates didn't match.
Stories fell apart under scrutiny.
Then came the revelation that vindicated Pepsi entirely... x.com
Over 20 people were arrested for false reports.
Not a single legitimate tampering case was found.
Multiple copycats confessed to lying.
But Pepsi's most brilliant move was yet to be revealed...
Not a single legitimate tampering case was found.
Multiple copycats confessed to lying.
But Pepsi's most brilliant move was yet to be revealed...
They adopted a strategy no one could have envisioned.
Pepsi created a war room unlike anything seen before:
β’ Real-time response team
β’ 800-number command center
β’ Daily updates to 600 offices nationwide
The results would exceed their wildest expectations... x.com
Pepsi created a war room unlike anything seen before:
β’ Real-time response team
β’ 800-number command center
β’ Daily updates to 600 offices nationwide
The results would exceed their wildest expectations... x.com
Their bold strategy paid off spectacularly.
Diet Pepsi sales soared from 15.3 to 22.4 million cases in two weeks.
The media did a complete 180Β°.
But the real victory?
94% of consumers praised Pepsi's handling of the crisis. This revealed something crucial about trust...
Diet Pepsi sales soared from 15.3 to 22.4 million cases in two weeks.
The media did a complete 180Β°.
But the real victory?
94% of consumers praised Pepsi's handling of the crisis. This revealed something crucial about trust...
Trust, once earned, becomes your strongest defense.
When your reputation is on the line, controlling the narrative isn't optional.
It's survival.
In today's world of viral misinformation, this matters more than ever.
But most people are missing the bigger picture... x.com
When your reputation is on the line, controlling the narrative isn't optional.
It's survival.
In today's world of viral misinformation, this matters more than ever.
But most people are missing the bigger picture... x.com
The modern landscape has transformed completely.
We live in a world where perception is reality.
One rumor, one bad headline, one wrong move - trust disappears.
Pepsi nearly lost billions because of a hoax.
This reality has created a new requirement for success...
We live in a world where perception is reality.
One rumor, one bad headline, one wrong move - trust disappears.
Pepsi nearly lost billions because of a hoax.
This reality has created a new requirement for success...
Building trust at scale.
It isn't optional anymoreβit's the price of entry for modern business.
Founders don't just run companies - they build personal brands that work 24/7.
When people trust you, here's what it really means: x.com
It isn't optional anymoreβit's the price of entry for modern business.
Founders don't just run companies - they build personal brands that work 24/7.
When people trust you, here's what it really means: x.com
To build trust is to build your brand.
Developing the idea of WHO you are and WHAT you stand for.
And the benefits of having a strong brand today, are limitless:
β’ AI can't replicate it
β’ Talent and opportunities find you
β’ You become a recognized thought leader
Why wait?
Developing the idea of WHO you are and WHAT you stand for.
And the benefits of having a strong brand today, are limitless:
β’ AI can't replicate it
β’ Talent and opportunities find you
β’ You become a recognized thought leader
Why wait?
Founders: Weβll build your personal/company brand on π (and beyond) without you lifting a finger.
To date, we've already helped 140+ founders get 3+ Billion combined views.
Interested in how we can do this for you? Book your free discovery call here: form.typeform.com
To date, we've already helped 140+ founders get 3+ Billion combined views.
Interested in how we can do this for you? Book your free discovery call here: form.typeform.com
Thanks for reading! A bit about me:
In 2023, I was a banker in London when I found the opportunity of the decade: Personal Branding.
So, I dropped everything to build @ThoughtleadrX β a premium media agency designed to build personal and company brands.
Follow me for more content like this!
In 2023, I was a banker in London when I found the opportunity of the decade: Personal Branding.
So, I dropped everything to build @ThoughtleadrX β a premium media agency designed to build personal and company brands.
Follow me for more content like this!
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