Article by Christina Crasto | esPResso Staff Writer
Back to the Future fans discovered that self-tying shoes and hover boards may be easy to find compared to Pepsi Perfect. The company PepsiCo attempted to take advantage of Back to the Future Day on Oct. 21, 2015, the exact date referenced in the second Back to the Future movie. Since the movie featured the main characters Marty McFly and Dr. Emmett Brown sipping a product called Pepsi Perfect, PepsiCo executives created this product in a limited edition supply of 6,500, being sold for $20.15 through Amazon and Walmart.
PepsiCo’s campaign and commercial for Pepsi Perfect successfully caught the attention of several major media outlets, current customers and fans of the Back to the Future movie franchise. Fans, disappointed at how quickly Pepsi Perfect sold out, took to social media, primarily Twitter, to complain and criticize PepsiCo for how sales were handled. Less than 24 hours later, PepsiCo initiated a crisis action plan, and restarted production on more bottles of “Pepsi Perfect.” They also assured its customers over social media that the company has heard the concerns of their stakeholders. A new batch of Pepsi Perfect will go on sale Nov. 3.
By acting quickly to not only acknowledge customer complaints, but also come up with a solution, PepsiCo has regained control of this crisis for the time being. The public relations team at Pepsi should now be preparing for further public criticism after the second round of sales.