In April 2014, Coca Cola launched a strong media campaign to discredit the Sindicato de Trabajadores de Alimentos y Bebidas Atlántida S.A. (SITRAABASA), announcing that there are two groups of workers at the company, those who, regardless of their post, are considered «trustworthy» and those that are union members.
The company gave pay rises to the former while the unionised workers are being made to wait until the collective agreement is signed.
In response to this discrimination, a number of workers decided to refuse to do overtime. The company retaliated by suspending them from their posts on 24 April.