Turning a treason into a victory

On January 2016 an SMM agency featured a map of Russia with Crimea on the Coca-Cola’s Russia website and social media. Ukrainians considered it a treason, and called to #bancocacola. The conflict grew to government level covering Ukraine, Russia, and the USA. In a matter of hours we engaged all Coca-Cola Ukraine friends to defend it: public attitude changed to neutral or even ironic. After we decided to talk not about what to love Coca-Cola for, but how much Coca-Cola loves Ukraine. We created digital videos and promoted them in own media, with influencers posts and in special projects. Positive-negative content ratio: 54%-46% in 3 days. +17 pct in corporate reputation index.