Confronting a nationwide product-harm crisis: a case of Coca-Cola/Römmerquelle in Croatia

Purpose This study investigates the crisis response implemented by Coca-Cola in Croatia during a nationwide product-harm crisis associated with Römmerquelle bottled water. It also evaluates its effectiveness and their alignment with established frameworks of crisis communication. Design/methodology/approach A qualitative single-case study methodology was used to provide a detailed case description. Coombs’s crisis response framework of desired form and content served as the theoretical foundation for the analysis. Data sources included media reports, company statements and government documents. Findings The Company’s crisis response involved consistent messaging emphasising product safety and cooperation with state authorities. However, communication delays, limited openness and reliance on written statements contributed to significant public mistrust towards the Company. The case highlights the rapid escalation of social media-driven crises, which amplify the pace and intensity of public and media discourse to a degree that exceeds the capacity of traditional crisis response mechanisms. Practical implications This study underscores the necessity for organisations to critically evaluate the adequacy of their product-harm crisis response protocols, particularly in scenarios where the onset of the crisis is ambiguous, its scope unclear, and public expectations for immediate and credible information are high. Originality/value Although the analysed crisis happened in Croatia, it provides unique insight into a high-profile crisis that can happen in any environment, as well as how social media can increase the speed of necessary communication to the level that most organisations will have trouble following.