Coca Cola and obesity - is it a crisis event?

Reading the very good Handbook of Crisis Communications (Coombs and Holladay, 2012) and several definitions of a crisis event suggest that Coca Cola's developing problems with obesity and the threat of growing regulation in the USA, also discussed in last week's Financial Times, could be termed a crisis event.   Coombs citing Hearit (p.30) says that a "crisis is a threat to an organisation's social legitimacy.." and it could be considered in that context.   Also Benoit's image restoration theory (p.31) says that a crisis has two elements - an offensive act and an accusation of responsibility; both approaches could be seen to apply to Coca Cola.

(Source:http://www.nickcampos.com/2011/10/)

Certainly looking at the views and comments on YouTube ( Coca Cola's communications on the subject and opponents.)  and also now in the medical media and it does appear to be an issue with significant and growing public resonance.  As an issue this has grown relatively quickly and you can understand Coca Cola being wrong footed but a defence of large portions which appears to be part of Coca Cola's strategy is not a sustainable position.  It would be interesting to know if Coca Cola's approach to the issue is based on a crisis communications strategy and slow retreat.

From a consumer PR perspective, it does highlight that influential consumer brands are facing a growing range of stakeholder agendas.