To raise awareness for their efforts with Arctic Home, Coca-Cola released limited edition white cans. But the light silver Diet Coke holiday cans were also in market and led to large confusion. As negative conversation grew, Diet Coke looked to W+K for a crisis management plan.

W+K confronted the problem quickly and head-on, replying in real-time with thoughtful, personalized messages that sounded like a human rather than a corporation. We owned up and apologized for our mistake, empathized with their feelings and offered them various rewards as a make-good.

The response to our messaging was overwhelmingly positive, causing overall conversation to decrease drastically within 24 hours (from over 200 posts per day to less than 50).