Cristiano Ronaldo-Coca-Cola Fiasco
| Case Code: BECG174 Case Length: 7 Pages Period: 2021 Pub Date: 2022 Teaching Note: Available |
Price: Rs.300 Organization: The Coca-Cola Company Industry: Food & Beverage Countries: United States Themes: Business Ethics, Marketing Ethics,Marketing Realities, |
Abstract Case Intro 1 Case Intro 2 Excerpts
Abstract
When soccer star Cristiano Ronaldo removed the Coca-Cola bottles in front of him at a press conference during Euro 2020, it immediately drew the attention of fans, the media, and many others. It was not only Ronaldo, but several other celebrities too who were beginning to distance themselves from unhealthy brands, either because of a feeling of social responsibility or of the fear that associating with an unhealthy brand would tarnish their own image. Coca-Cola’s valuation fell following the incident and its image was dented. However, experts opined that other factors might have contributed to the fall in Coca-Cola’s valuation.
Issues
The case is structured to achieve the following teaching objectives:
- To analyze the reasons for the fall of Coca-Cola’s market capitalization.
- To understand the impact of unhealthy brand endorsement on celebrities.
- To understand the importance of marketing ethics.
Contents
-
Introduction
About Coca-Cola
About Ronaldo
About the Incident
Views of Company and Organizer on the Incident
Experts’ Opinion
Looking Forward
Exhibits
Keywords
Social responsibility; Celebrities; Unhealthy brand; Brand promotion; Market capitalization; Marketing ethics; Ethics; Brand image; Celebrity endorsement; Marketing realities
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