Odwalla faced a crisis when one of its juice products caused a deadly E. coli outbreak, requiring the company to immediately recall all of its products and damaging its brand reputation. The case discusses Odwalla's response to the crisis, including how it communicated with customers, regulators, and the public to rebuild trust while also investigating the source of the contamination. Effective communication and transparency were essential for Odwalla to resolve the crisis and eventually resume operations in a way that reassured consumers.