Response to negative legislation
Prepared by: Crews Chambers
April 9, 2014
Plan Test Date: September 20, 2014

Table of Contents
A Message from our CEO………………………………………………………3
Acknowledgement ………………………………………………………………4
Purpose & Objectives ………………………………………………………......5
Key Publics –Internal………………………………………………………… ...6
Key Publics –External………………………………………………………. …9
Crisis Communications Team……………………………………………….…..10
Media Spokesperson……………………………………………………..…. .11
Experts …………………………………………………………………………14
Emergency Personnel…………………………………………………………..15
Crisis Control Room – Equipment & Supplies……………………… ………..16
Crisis Control Room –Room Set Up…………………………………… ……..17
Key Messages……………………………………………………………… …..18
Dissemination of Key Messages…………………………………………… …..19
Pre –Information………………………………………………………………. 20
Pre –Information –News Release…………………………………………… …. 21
Evaluation…………………………………………………………………… … 22
Closing Statement ………………………………………………………………..23
2

Coca-Cola has been a company that has provided a satisfying product to consumers for over a century. Our company always puts the desires of the consumer before our own. We have created a product that people consume and enjoy across the world.
We always have the health of our consumer in mind when we sell this product. This company believes it is the responsibility of beverage companies such as ours to always provide the nutritional facts of our products to make sure that consumers know what they are drinking every time they buy our product. As I said before, the health of the consumer is always important to us and we also know that each and every consumer does have a unique lifestyle. This is why every year our company gives back to the consumer; through our foundation we are launching health programs across the world to benefit the health of our consumer.
Even though we have made great strides in improving health globally, we may still experience accusations from activist groups and areas of government that we are endangering the health of our consumers. We have witnessed this too many times amongst other companies, so we want to be prepared for any crisis situation that could come our way.
In the occurrence of negative legislation due to government or activist accusations of health negligence, our consumers may become concerned resulting in a negative public view of our company. With this possible adverse perception, consumer consumption may decline putting our company at stake in all sectors. In case of this crisis, we must display our care for our consumers and restore their trust by being openly transparent and truthful.
This Crisis Communication Plan provides in depth directions for our employees if faced with a crisis situation in relation to negative legislation that raises concern amongst our consumers and puts us in a bad spotlight. In these situations, it is essential that the Coca-
Cola company works together as a unified force to maintain our reputation and always be transparent to our consumers.
Please look over and become familiar with the Crisis Communication Plan and understand the proper actions that need to be taken in this particular crisis situation. Thank you for safeguarding our values and making the Coca-Cola company one that everyone loves and trust.
Muhtar Kent
Chairman and CEO
3

By signing this statement, I verify that I have read this plan and I am prepared to put it into effect this plan.
Chairman & CEO ___________________________ _________
Signature Date
Executive VP & President, ___________________________ _________
Coca- Cola International Signature Date
President, Coca- Cola ___________________________ _________
North America Signature Date
President, Bottling Investments
Group ___________________________ ___________
Signature Date
Chief Administrative officer ___________________________ _________ _
Signature Date
Chief Public Affairs and
Communications
Officer ___________________________ ______ _
Signature Date
General Counsel ___________________________ __________
Signature Date
Public Relations ___________________________ __________
Signature Date
4

Purpose and Objectives
Purpose:
If negative legislation were to occur along with accusations and protests of endangering the health of our consumer, it is dire that Coca-Cola must respond immediately with complete transparency. It is important to quiet the concerns of the media, stakeholders and most importantly our consumers. We must instantaneously stop all misinformation or rumors and inform the public of our own commitment and efforts to improve the health of our consumers.
Hopefully, through these actions and our honesty towards our consumers, it will stop any misinformation from spreading. This plan which we are putting into place will provide in depth directions to avoid panic or confusion and will hopefully end the crisis quickly.
Objectives:
1. Activate the Crisis Communication Plan for negative legislation within an hour of the crisis occurring.
2. Gather the Crisis Communication Team within three to four hours of crisis. Set up crisis communication room and complete the Crisis Communication Plan.
3. Immediately notify the members of the Executive Committee, the Senior Operations leaders, the members of the Board of Directors and other related key officials internal and external.
4. Make certain that media contact is conducted by our CEO and our media spokesperson
ONLY.
5. Provide a press release to the media on our efforts to increase the health of the general public through our programs that were launched by the Coca-Cola charity.
6. Inform the media on those health programs which were mentioned in the press release.
7. Answer all questions/concerns of the public through our website, social media, phones and emails.
8. End the crisis as soon as possible and return reassurance to our consumers as immediately as possible.
9. After the crisis has been solved, review the plan and make changes where needed within two weeks of the situation being resolved.
5

Key Public
Internal
Executive Committee:
Name
Herbert Allen
Barry Diller
Edward Isdell
Muhtan Kent
James Williams
Title
Director, Chairman of
Management Development
Committee, Member of
Executive Committee and
Member of Finance Committee
Independent Director,
Chairman of Finance
Committee, Member of
Executive Committee, Member of Directors & Corporate
Governance Committee and
Member of Management
Development Committee
Former Chairman and
Chairman of Executive
Committee
Chairman, Chief Executive
Officer and Chairman of
Executive Committee
Former Independent Director
Phone
404- 674-3030
404-345-2341
372-462-3476
404- 676-2121
801-345-543
Senior Operations Leadership:
Name
Ahmet Bozer
Nathan Kalumbu
James Quincey
Brain Smith
Atul Singh
Tim Brett
Bruno Filipi
J. Alexander M.
Douglas Jr.
Irial Finan
Title
President, Coca-Cola
International
President, Eurasia & Africa
Group
President, Europe Group
President, Latin America
Group
President, Asia Operating
Unit
President, Japan Business
Unit
President, South Pacific
Business Unit
President, Coca- Cola North
America
President, Bottling
Investments Group
Phone
475-369-264
813-478-321
786-014-813
907-327-111
874-321-888
404-448-221
340-768-233
801-477-565
354-111-373
6
Email
Herbert.allen@coke.com
Barry.Dil@coke.com
Ed.isdell@coke.com
Muhtar.kent@coke.com
J.williams@coke.com
Email
Ahmet.Boz@coke.com
Nathan.Kalumb@coke.com
Jy.Quin@coke.com
Brain.smit@coke.com
Atul.singh@coke.com
Tim.Brett@coke.com
Bruno.filipi@coke.com
JM.Alexdouglas@coke.com
Irial.Finan@coke.com

Board of Directors:
Name Title
Muhtar Kent Chairman, Chief
Executive Officer and
Chairman of Executive
Committee
Herbert A. Allen Director, Chairman of
Management
Development Committee,
Member of Executive
Committee and Member of Finance Committee
Ronald W. Allen Chairman of the Board,
President, Chief Executive
Officer Aarons, Inc.
Ana Botin
Barry Diller
Helene D. Gayle
Maria Elena
Lagomasino
Chief Executive Officer and Director Santander
UK plc
Independent Director,
Chairman of Finance
Committee, Member of
Executive Committee,
Member of Directors &
Corporate Governance
Committee and Member of Management
Development Committee
President and Chief
Executive Officer CARE
USA
Evan G. Greenberg Chairman, President and
Chief Executive Officer
ACE Limited
Alexis M. Herman Chair and Chief Executive
Officer New Ventures,
Robert A. Kotick
LLC
President, Chief Executive
Officer and Director
Activision Blizzard, Inc.
Chief Executive Officer and Managing Partner
WE Family Offices
Donald F. McHenry
Sam Nunn
James D. Robinson
III
Professor in the Practice of
Diplomacy and
International Affairs
School of Foreign Service,
Georgetown University
Co-Chairman and Chief
Executive Officer
Nuclear Threat Initiative
RRE Ventures President
JD Robinson, Inc.
Phone
404- 676-2121
404- 674-3030
404-672-2433
404-645-3244
404-345-2341
453-217-1432
404-321-3211
404-112-7331
352-217-3321
404-311-1123
673-721-4133
452-123-4333
404-210-6554
Email
Muhtar.kent@coke.com
Herbert.allen@coke.com
Ronald.allen@coke.com
Ana.Boti@coke.com
Barry.Dil@coke.com
Helene.Gayle@coke.com
Evan.greenb@coke.com
Alexis.herman@coke.com
Robert.Koti@coke.com
Maria.Lago@coke.com
Donald.McHenry@coke.com
Sam.Nunn@coke.com
James.robinsonIII@coke.com
7

Name Title
Peter V. Ueberroth
Howard G. Buffett
Investor and Chairman
Contrarian Group, Inc.
Nonexecutive Co-
Chairman
Pebble Beach
Jacob Wallenberg Chairman of the Board
Investor AB
Richard M. Daley Managing Principal
Tur Partners LLC
Buffett Farms
President
Howard G. Buffett
Foundation
Phone
801-647-2653
352-373-3471
453-211-5547
404-678-3290
8
Email
Peter.Ueberroth@coke.com
Jacob.Wallenberg@coke.com
Richard.daley@coke.com
Howard.Buffet@coke.com

Key Public
External
In the likely event that a crisis occurs our external Key Public contacts will be contacted within six hours of the crisis. It is important to us to remain transparent and keep our external key public contacts regularly updated with the developing crisis at hand. The media contacts and
Government and Regulatory Agencies will be contacted by phone and email. The consumers will be contacted through updates on our website and social media. Any chance we have we will attempt to respond to the consumers concerns and questions through our phone number
1.800.GET.COKE (800-438-2653.)
Media Contacts:
News Outlet Contact Number Email
Fox News
CNN News
MSNBC News
ABC News
Irena Briganti
Allison Gollust
Diana Rocco
Sylvia Huber
212-819-0816
212-275-8030
212-664-8320
818-460-6141
Irena.briganti@foxnews.com allison.gollust@turner.com
Diana.rocco@nbcuni.com
Sylvia.Huber@abc.com
Consumers : At Coca- Cola the concerns of the consumer come first. Keeping the general public update on all occurrences especially in situations like these it is very important to us to stay transparent and informative. Again you could stay updated with us through social media and our website. If you really need answers to your questions you can try to call us at 1.800.GET.COKE
(800-438-2653.)
Government & Regulatory Agencies:
Agency
FDA
Contact Number
Marry B. Yebba 781-596-7730
Email
Mary.yebba@fda.hhs.gov
DHHS Dori Salcido 202-205-4347 Dori.salcido@dhhs.gov
9

Crisis Communication Team
Name
John Bosner
Laura Slade
John Hursh
Bernhard Goepelt
Morgan Johnson
Bill King
Mary Krantz
Clyde C. Tuggle
Muhtar Kent
Title
Crisis
Communications
Leader
Crisis
Communications assistant
Social Media communications
General Counsel
Public Relations
Technical Support
Call Center Leader
Chief Public Affairs and Communications
Officer
(Spokesperson)
Chairman and
CEO(backup
Spokesperson
Phone
813-757-345
404-504-4645
404-336-061
813-326-019
941-822-9557
352-273-3899
404-273-3804
404-123-4657
404- 676-2121
Each will be appointed assistants to help complete the tasks at hand.
10
Email
Bosner.John@coke.com
L.Slade@coke.com
J.Hursh@coke.com
B.Goepelt@coke.com
M.Johnson@coke.com
Bill.King@coke.com
M.Krantz@coke.com
CClyde.Tuggle@coke.com
Muhtar.kent@coke.com

Media Spokespersons
If a crisis were to arise, our media spokesperson will be immediately notified to begin communication with the media and the public. Our spokesperson will be our Chief Public Affairs and Communications Officer and in the event that he cannot be reached, the spokesperson will be our Chairman and CEO Mother Kent. Both the CEO and spokesperson will have a meeting with our experts and the Crisis Communication Team before initiating public relations with the media and the public.
The Media Spokesperson is well qualified and prepared to take on the task of effectively communicating with the media and the general public. This individual will follow the plan that was created for this particular crisis. Above all else, stay as transparent as possible.
Contact Information
Clyde C. Tuggle
Chief Public Affairs and Communications Officer
Phone: 404-123-4657
Email: CClyde.Tuggle@coke.com
Muhtar Kent
Chairman, Chief Executive Officer
Phone: 404- 676-2121
Email:Muhtar.kent@coke.com
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Media Spokespersons Tips
For a Media Spokesperson, it is important to always be prepared for the unexpected. In press conferences, there may be a reporter that is persistent or asks questions that you may not be prepared to answer. If you follow these tips, you will be able to succeed in any interview or press conference.
1. Remain calm and stay relaxed. If you become stressed or restless, take a breath.
2. Research the subject completely to be prepared for trick questions.
3. Follow the Crisis Communication Plan for this situation; it will make this task easier to complete.
4. Always think before you answer; one rushed answer may put the company in an even greater crisis.
5. Always reiterate the positive messages of our company and always try to sound confident when responding to the answers. If you sound optimistic, you may be able to calm down the concerns of our consumers.
6. Most importantly and above all else, stay transparent and honest.
12

Media Spokespersons Potential Questions
Why is Coca-Cola endangering the health of your consumers?
Coca-Cola cares deeply for the health of the general public. We always provide the nutritional facts of our products so consumers can make selections responsibly. As well our company through the Coca-Cola Foundation has sponsored a myriad of programs across the globe to benefit health and also to decrease health hazards such as obesity.
Were you aware that your product is causing people to become overweight and is increasing the rate of obesity and disease?
Coca- Cola always provides the nutritional information of our product for the general public. It is the right of the consumer to purchase the product. We have no power or right to restrain our consumers’ intake of our product.
Is it concerning to you how dangerous your company is to the health of the general public when the government has gotten involved by creating laws that regulate the quantity of your product?
As I said before, our company takes great interest in the health of our consumer. It is not the right of Coca-Cola or the government to regulate our consumers’ intake of our products. This is a free enterprise and as such, it is the right of the consumer to purchase any product …whatever and whenever.
How can consumers trust a company that has had so many accusations of being dangerous towards their health?
Coca-Cola would never endanger the lives of our consumer. We care for the health of consumers which we have displayed through our myriad of programs which promote health. Without our loyal consumers, we would not be the company that we are today. We would never do anything to break the trust that has taken years to build.
13

Experts
Internal:
Rafael San Miguel
A senior flavor chemist and sweetener scientist
He has hands on experience with the products of Coca-Cola. He personally tests and makes new products for this company.
Rafael.smiguel@coke.com
External:
James A Howenstine M.D.
Successful doctor with many published articles; one in particular is “A Physician's Guide to
Natural Health Products That Work”; in the guide he discussed research with soda. jimhow@racsa.co.cr
Samuel S. Epstein MD
Chairman of the Cancer Coalition
Wrote “The Safe Shopper's Bible: A Consumer's Guide to Nontoxic Household Products” which discusses his research with the soda and the dangers of it.
(312) 996-2297
14

Emergency Contact List
U.S. Food and Drug Administration
10903 New Hampshire Avenue
Silver Spring, MD 20993
1-888-463-6332
U.S. Department of Health and Human Services
200 Independence Avenue, S.W.
Washington, D.C. 20201
1-877-696-6775
New York City Health Department
40 Worth St, New York, NY 10013
(212) 504-4115
15

Crisis Control Room - Equipment and Supplies
Equipment
Projector
Refrigerators
Microwaves
Coffee Machine
Internet Routers
Power Strips
Video Cameras
Fax Machines
Televisions- Dish or
Cable
DVD Players
White Board
Bulletin Board
Tables
Chairs
Computers
Telephones
USB Drives
Supplies
Pens
Pencils
Markers
Highlighters
Sharpies
Tape
Glue
Notecards
Coffee/Soda/Water
Staplers
Staples
Paper clips
Cups
Plates
Napkins/Paper towels
Calculators
Snacks
Trash bags/cans
Batteries
Erasers
Paper
Ink
16

Crisis Control Room Setup
Administration
Public Relations/ Social Media
Briefing/Planning area
Briefing Area
Technical Support
17
Break Room

Key Messages
In the event that negative legislation in relation to health occurs, as Coca-Cola we must make it clear to the public and our consumers that we would never risk their health for our profit. To the common consumers, make clear the charities that are funded by our company to promote programs focused on the increase and betterment of the public’s health. Through our increased and noble efforts and our forward honesty with the public, hopefully the public will regain trust in our products.
Coca-Cola has a tradition of always putting the consumer before our own wallet…a standard that has been apparent since the release of our product over 120 years ago. We are devoted to the health of our consumers; we would never endanger the lives of the public. We are straightforward to all health agencies and the public in relation to the nutritional facts of our product.
1. One of Coca-Cola’s greatest concerns is the health of our consumers.
2. Coca-Cola promotes health through our countless health programs.
3. Our company is committed to the continued health of the public and would never do anything to put their lives at risks.
18

Dissemination of Key messages
We will try to provide our messages through several forms of media:
Social Media
Newspapers
Coca-Cola website
Television
Radio
We will reach our consumers through these particular media outlets. The messages will be released after consent from the Crisis Control room to the public. All press releases and other messages that are released will follow the guidelines of the Crisis Evaluation Plan and will emphasize our key messages. It is dire that the messages relay that we promote health; the health of our consumers is one of our highest concerns.
We will be using ads in the newspaper, television, website and radio to reach older audiences.
These messages will reach the common consumer and will relay positive images of our company as well as discuss our strides to benefit the health of the general public. The individuals who usually do not seek information will be relayed our message through television and radio. This message will be less informative and more visual. With those who seek information, we will relay our key messages through newspaper and our website where it will be more informative and less visual.
Our company will use Social Media such as Facebook and Twitter to reach the younger audiences. Again we will relay our key messages through visuals and small messages that imply our key statements. For those that are information seekers, we will have links from the social media sites to our website.
19

Pre-Information
These documents should be accessible in the occurrence of a crisis dealing with negative legislation in relation to health. The documents that will be provided will help the team that is put into place to solve this problem to proceed with this situation. These documents will give directions to deal with this form of negative legislation.
Have a media kit that could be downloaded from the website that is visual and highly informative. This media kit should have the following information:

Coca-Cola’s mission statement and core values.

Coca-Cola’s commitment to health message

Coca-Cola’s health goals

Coca-Cola’s health program models

Report on Coca-Cola’s health programs

Coca-Cola’s internal expert list

Coca- Cola’s external expert list

Links to any other info.
For the general public a kit will made that could provide information like the media kit to the common consumer. This kit would be very visual and informative and will be made to the common consumer through our website.

Coca-Cola’s mission statement and core values.

Coca-Cola’s nutritional information of all products.

Coca- Cola’s commitment to health message.

Coca-Cola’s health programs.

Coca-Cola’s external expert list.

Links to any info, for consumers with further questions.
20

Pre-Information - News Release
Pre- Information News Release
News Release
Contact:
Email:
Phone:
For Immediate Release
Coca-Cola attacked by negative legislation
Coca-Cola along with other beverage companies took a hit in New York this past week as Mayor
Michael Bloomberg and the city’s Board of Health put a law into place that decreases and limits the size of Big Gulp’s to crackdown on New York’s increased obesity rates.
The Bloomberg administration has taken an offensive on obesity by attacking products that have been deemed unhealthy. Bloomberg believes that sugary sodas are to blame for the increase in obesity rates. Beverage companies such as Coca-Cola are one of many being blamed for the declining health of the New York citizens.
Coca-Cola keeps the health of their consumers at the top of their priority every time they develop and release their product to the public. Coca-Cola would never endanger the health of the consumer for financial gain.
Coca-Cola understands how essential it is to lead a healthy lifestyle. This company always releases the national information of each of their products to stay completely transparent to the consumer. We would never want to break the trust that has developed over the years between our company and the consumers.
Coca-Cola is a company that cares for the general public which is why their charity gives back millions each year. This company cares so much for the health of the consumer that their charity has invested and created programs across the globe that benefit the health of the common consumer.
21

Evaluation
After the crisis is averted and the company returns to normal, an evaluation of the plan and its effectiveness needs to be completed no longer than three weeks after the resolution of the crisis.
This evaluation will cover all aspects of the plan to include the Crisis Communication Team, our media relations, our ability to enact the plan put into motion, and the impact of the plan on the crisis at hand. We will survey the team, the stakeholders, and most importantly, the consumer/public.
Crisis Communication Team:
This survey will ask the team members if the plan was effective, also if the plan was informative enough and easy to follow. If the crisis is to arise again, this measure is essential to make the plan more effective as well as quicker at reaching a resolution. Lastly, the survey will ask them how the other members of the team performed during this crisis. If certain members of the team are ineffective, it is important to replace them with someone who could benefit the team.
Stakeholders’ Survey:
This survey is for stakeholders such as investors and board members. We will ask these stakeholders about their personal opinions of the effectiveness of the Crisis Communication
Plan. This survey is important due to their unique perspective. In turn, we will acquire in depth feedback of this evaluation plan.
Consumer Survey:
This survey will be sent to the consumers who displayed concerns over this crisis. It will be sent to those that reached out to us through phone or email. We will ask them to evaluate us on how we treated the crisis. As well, we will ask them for their personal opinion on our concerns for the health of the consumer.
22

Closing Statement
Coca-Cola has always and will always put the health of their consumers above all else; it is our highest priority. Initiating a Crisis Communication Plan immediately after a crisis occurs is essential to the success of this company. Our company from the Board of Directors to our employees displays concern for the health of our consumers. We appreciate the cooperation of all employees in the creation of this plan. If we work together as a whole, this company can easily stop a crisis such as this and minimize the damages. Thank you to all who took the time to read and study this plan. We appreciate your commitment to this company.
Muhtar Kent
Chairman and CEO
23