Antagonised retail partners: Coke tried hard to bully retailers for not stocking other local brands of bottled water but it backfired and further complicated the matter for Dasani.
Sluggish response to Media allegations: A prompt response through a quick press conference could have help Coke in resolving this fiasco to some extent but they took enormously long time to go mass. By the time they went on air, media had caused irreparable damage to the brand image.