The case of Coca-Cola Croatia's beverage poisoning occurred recently, in November 2023. Due to its recency, there are no scientific studies on this topic available yet. This case is interesting from a scientific perspective as analysing it has the potential to uncover new insights regarding crisis communication. The crisis that Coca-Cola Croatia has faced resonated loudly with the Croatian public and impacted a wide range of different audiences affected and involved in the incident. Moreover, the most crucial element that makes this crisis significant for study is its consequences, primarily on the victims, and subsequently on the company. This thesis provides a fundamental theoretical framework for crisis communication, including a systematic review of essential theories and models important for dealing with crises, as well as the eight principles for successful crisis communication proposed by author Yago de la Cierva. The main objective of this thesis is to investigate the extent to which Coca-Cola Croatia adhered to the principles of crisis communication during the beverage poisoning incident. To gain a deeper understanding of the situation, the case study method was employed in combination with a qualitative content analysis of media reports. Analysis of this case revealed that the weakest point of Coca-Cola Croatia's crisis communication was the slow response to the crisis. This undoubtedly contributed to the significant amount of misinformation that spread rapidly on social media, actively fuelling a sense of panic.