In Public Relations Case Studies, a class devoted to analyzing public relations cases, both good and bad examples, I worked with a group with three other classmates to analyze the Cadbury Schweppes salmonella scare. We created a research paper and a PowerPoint explaining what the situation was, how Cadbury initially handled it, the results, and how it should have been handled. We named our project "The Chocolate Crisis."
Most of the team had not heard of the Cadbury Schweppes salmonella scare of 2006. After weeks of research, we concluded that the company did a poor job handling the situation, leaving many exposed to salmonella poisoning. We also identified the key publics involved in the situation as anyone who eats Cadbury chocolate, Cadbury employees and the crisis management team.
The crisis cost the company nearly $29 million. Several Cadbury factories were forced to close and one million pounds of product was destroyed as a result of salmonella contamination.
Feel free to take a look at our research paper.