The Cristiano Ronaldo Coca-Cola situation and how brands are affected by bad publicity

Cristiano Ronaldo Coca Cola

It is known that Cristiano Ronaldo is a rockstar. During a press conference before a match on the UEFA EURO 2020, the Cristiano Ronaldo Coca-Cola situation occurred, and we will explain to you what it is. 

As stated before, the Portuguese football player is the most followed Instagram account on the platform and is one of the most influential people in the world. 

The estimated net worth of Cristiano Ronaldo is $500 million, putting him on the top of the richest football players in the world, alongside the Argentinian Lionel Messi, with an estimated net worth of $400 million, and the Brazilian Neymar, with an estimated net worth of $188 million.

These players are not only millionaires. They are opinion leaders and that is why brands want to work alongside them. Cristiano Ronaldo is also the most followed on Instagram, with 299 million followers on the platform. 

The Cristiano Ronaldo Coca-Cola situation

On the 15th of June, before the first match of the Portuguese national team against Hungary, Cristiano Ronaldo, the captain of Portugal, was the protagonist of a moment during a press conference. 

Cristiano Ronaldo Coca Cola situation

The Portuguese player was waiting for the journalists’ questions, and on his table, there were two bottles of Coca-Cola, as the beverage manufacturer is the official non-alcoholic beverage sponsor for UEFA EURO 2020. The player proceeded to pick up the bottles and remove them from the frame, saying “Water” after that, as a way to promote water consumption instead of soda.

The results of this situation?

Coca-Cola’s shares were worth $56.1 each when the market opened on Monday but fallen to $55.2 by the end of the press conference.

A $4 billion loss on the company’s market value because of a 1.6 per cent drop in the share price.

The Cristiano Ronaldo Coca-Cola situation
source: Fox News Update

It is not the first time the Portuguese player talks about beverage companies. In 2020, at the Globe Soccer Awards, Cristiano Ronaldo stated that he would get upset with his son, Cristiano Ronaldo Jr. because the 10-year-old boy liked to drink Coca-Cola and Fanta and eat junk food. The player is well-known for having a strict and healthy diet and training routine.

Other examples of how influencers can damage brands

Influencers’ marketing is one of the most important types of marketing at the moment. That is why brands must develop good relationships with creators as they are seen as one of the best ways to reach an authentic audience.

The Cristiano Ronaldo Coca-Cola situation
source: Kristian Egelund

The problem is when influencers face bad experiences with a brand. This may cause them to be real about the experience on their social media, influencing negatively the brand alongside thousands or millions of people. The Cristiano Ronaldo Coca-Cola situation was not the first and won’t be the last case of a celebrity

Pogba and Heineken

From the UEFA EURO 2020 comes another case similar to the Cristiano Ronaldo Coca-Cola situation. 

The French midfielder Paul Pogba removed a bottle of Heineken, the official partner of the competition, during a press conference.

Lebron James and Samsung

In 2014, Lebron James was one of the ambassadors of the technology brand Samsung and was the face of several commercials for the brand. 

But after his phone experienced a meltdown, the NBA superstar tweeted that he lost all his information because his phone rebooted. 

The player was quick to erase the tweet but thousands had already seen it and associated his phone with a Samsung phone.

Bold Creators Club can help your brand on social media commerce

Social media has millions of users engaging, sharing and being influenced by what they see on their feed, and brands acknowledge that.

It is important for them not only to work closely with influencers to reach their followers, but it is also important to have a good social media presence, with a clear strategy. This way, users will have the need to follow the brand’s Instagram account and will check the products more often. 

Creating a good marketing strategy for social media is crucial if a brand wants to survive, as the transition between physical and digital has accelerated, especially with the pandemic and all the physical stores closing indefinitely. But we know that doing this is not easy.

Before implementing a social media strategy in Brazil, that are some problems you must deal with like logistics, social and political problems that can become barriers in the future. That is why partnering with an agency may be the solution. 

At Bold Creators Club, we are always aware of what the biggest Brazilian brands are doing and how they are succeeding on all platforms.

Want to know more about how we can help your brand in developing a correct social media strategy?

Schedule a meeting with us and let’s talk!

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