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

Introduction

On June 14, 2021, during Euro 2020, famous Portuguese soccer player Cristiano Ronaldo created a stir when he removed the Coca-Cola bottles placed on his table at a press conference, picked up a bottle of water and smilingly said ‘Agua’ (Spanish word for water). Ronaldo’s gesture caused a furor and drew the attention of fans, the media, and others, who saw it as a move by the star footballer to promote water over Coca Cola. This incident led to a fall in Coca-Cola’s market capitalization (market cap) and image. However, many experts opined that this might not be the main reason for the sudden fall of Coca-Cola’s market cap..

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