too busy to care

Coming back to issue of fake Pepsi products in IKEA. Having not very tailored to receive feedback from customers website it took me more than 20 minutes to figure out how to contact them concerning this issue. Since I love Pepsi as a brand I decided to help them by telling them about threat to their brand. Well... their response was very short. They did not say anything that would mean that they would try to take care of it. They've provided me with some contact info of Moscow office and asked me contact them. They didn't do it themselves. What does that tell me? Does that tell me they care about their brand? Probably not...