This week Coca-Cola admitted their sponsorship of the Sochi Winter Olympics was turning into a PR nightmare. The invitation to ‘Share a Coke with (insert your name here)’ on social networks backfired as anti-homophobic protests blossomed across the net with people hacking the name generator to vent their anger. Embarrassed, Coke flushed its campaign under the shame of a global spotlight. Also this week, it emerges that Coke and several other huge corporations knew there would be a backlash if they didn’t use their financial might to lean on Russia to repeal its oppressive new ‘legislation’ which is widely seen as an excuse to recriminalise free sexual expression. But nobody did a thing despite Stolichnaya vodka getting stung by a boycott in the summer.

The clock is ticking and it’s sure to be a countdown to scandal