Issues & Crisis PR - British Soft Drinks Association (BSDA)
Objective:
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Neutralise negative media coverage on soft drinks in order to drive sales across the category.
Programme:
- Ran full public relations programme including media relations, direct-to-consumer tactics, lobbying and Government relations, web site creation and maintenance and 3rd party development.
- Built 'independent' group to act as credible experts on hydration - hand-picked experts and guest consultants.
Results:
- Initial positive media coverage hit more than 47 million people in just nine months.
- Balance introduced to media coverage.
- Negative coverage decreased from 330 articles per quarter to 110 in less than a year.
- Positive stories about soft drinks more than doubled in same period.
- Sales grew by 8%.
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