OUR APPROACH
Fineman PR guided Odwalla, a brand specializing in
all-natural healthful products made from fresh fruit and vegetable juices,
through the critical moments of response and reaction to a deadly outbreak of
e. coli 0157:H7 poisoning in their drinks containing apple juice.
We provided extensive
strategic council around communicating the company’s genuine care and concern
for those who became ill, which was critical considering that many of the cases
involved sick children. Fineman PR advocated that Odwalla establish themselves
as an active partner with the FDA and other health officials, as open and
candid with communicating new information to the media, and as willing to
change procedures to improve safety while maintaining quality. Additionally, within
the high-stress situation, we conducted a thorough media training for the CEO,
Chairman and Plant Manager, and referred The New Food Laboratory as a third-party
food safety resource (which Odwalla subsequently hired).
WHAT WE ACHIEVED
- Fineman
PR’s strategic counsel on demonstrating honesty and concern for the consumer
while staying true to brand values clearly resonated with consumers. Market
research conducted in November showed that 94 percent of consumers in affected
areas had heard about the crisis. Of those, 97 percent felt that Odwalla had
made the right response. Over half reported that they felt more favorable toward Odwalla than they had prior to the crisis.
- Odwalla
stock, which had fallen from $18 per share to $9 at its lowest point, rebounded
to $13 and climbed.
- Daily
news analysis showed that the press was unanimous in its early praise for
Odwalla’s management of the situation; the company was positioned in the media
as being both caring and responsible; consumers quoted in the press said they
perceived the situation as an unfortunate tragedy for everyone including
Odwalla (rather than as a catastrophe caused by the company); the stories which
followed the crisis reflected the tone initially set forth in the strategic
plan.
