Marketing Currents - Business and Marketing Current Events

PR experts react to Capri Sun recall: ‘A lot of questions need to be answered’


Kraft Heinz on Tuesday announced it is recalling some 5,750 cases of its Capri Sun Wild Cherry beverage due to possible contamination. In a public statement, the company said: “The voluntary recall comes after diluted cleaning solution, which is used on food processing equipment, was inadvertently introduced into a production line at one of our factories.”

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Discussion Questions:

  1. What is a product recall?
  2. What is publicity?
  3. How does a product recall impact a brand from a publicity perspective?
  4. What is a PR agency?
  5. Why do you think businesses and brands often have PR professionals on staff and/or hire an agency?
  6. Why is communication important from a brand perspective?
  7. Why did Kraft Heinz recall 5,750 cases of Capri Sun Wild Cherry?
  8. What is brand trust?
  9. Why is it important for Kraft Heinz to communicate to consumers why Capri Sun was recalled?
  10. How can they communicate that information to consumers?
Chris Lindauer
After working for nearly a decade in professional sports, Chris Lindauer, formed Sports Career Consulting to provide unique sports business education opportunities in and out of the classroom. In the eighteen years (and counting) that followed, Chris has inspired thousands of students to pursue their passions and explore the career of their dreams. He currently lives in Portland, Oregon with his wife, two teenage daughters and their dog.