During the 1990s, a memorable moment on the first Coca-Cola Christmas tour stands out in the Romanian capital. A delivery truck carrying Coca-Cola beverages encountered a breakdown on a city street, and what followed became a dramatic scene that fans still recall. Black smoke billowed, flames leapt from the trailer, and the tractor unit was quickly separated from the load. The canvas-sided truck burned to ashes, leaving a striking image in the memories of onlookers and viewers alike.
The backlash on social media was instantaneous. Comments under the video described the incident with a mix of humor and concern, noting the new smoky hue of Coca-Cola and joking about the chill of warm soda on a cold day. Some posts wondered if music would resume the holidays, while others joked that the festivities might be canceled. The chorus of the old holiday tune in the original footage created a bittersweet backdrop to an otherwise eventful moment.
Fortunately, no one was hurt. Coca-Cola promptly addressed the situation, reaffirming their commitment to continuing the holiday tour in spite of the setback. In a move signaling strategic shifts, the company later announced it would withdraw from Russia as part of its broader global repositioning. The incident and the response became a talking point about resilience, brand presence, and the logistics of large-scale promotional tours in uncertain times.
- Drive can be read in Telegram.
Citation: The Daily Star
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