The famous Cristiano Ronaldo during a press conference at the European Championship, very callously removed two bottles of Coca-Cola in front of him and picked up a bottle of water to show which drink he preferred. This move resulted in a $4bn fall in the share price of the beverage company.
The Portugal captain is known for his disdain towards aerated drinks and is a known health fanatic. In less than 10 seconds, the 36-year-old brought about an online campaign that heavily impacted coca-cola’s share price at the pre-match press conference in Budapest. Coke’s share price went from $56.10 to $55.22. After pushing aside the two bottles, he lifted the bottle of water up and shouted “Agua!” or water in Portuguese with the aim of encouraging people to choose it over aerated drinks.
At the conference, players are offered water, alongside Coca-Cola and Coca-Cola Zero Sugar on arrival. Considering the fact that Coca-Cola is one of the official sponsors of Euro 2020, the two bottles were placed there not just for brand presence but also as an offering to the player.
This event, however, triggered an online moment marketing campaign with all brands posting their take on social media and engaging with the audience over the same.
The Juventus star created quite a stir on social media with this move. His Instagram account reaches out to an audience of almost 300 million and leaves a highly impressionable image of the footballer. People also started joining in on the conversation on Twitter and the story became viral in no time.
#CocaCola Lose $4 Billion after Cristiano Ronaldo moves bottle and Endorses Water
Elon Musk: pic.twitter.com/SE4BcnHyHk
— Rohit Chauhan (@imrchauhan5) June 16, 2021
— Ojas Ahirrao (@ojas_ahirrao) June 16, 2021
— Mitali Yadav (@Mitaliciouss) June 16, 2021
— muzahid ul Islam (@Muzah_i_d) June 16, 2021
Influencers. Influencer. pic.twitter.com/XCNFJkbWwh
— Varsha saandilyae (@saandilyae) June 16, 2021
With brands reacting to the event vociferously, the drop in the share price was even more hyped by creators and the audience alike. The moment marketing trend has seen quite many joining in on the discussion and making light of the situation which brought about a ripple effect and affected the Coca-Cola Company in a financial capacity. Although it is also suggested that it could be a temporary rift and that it is only natural for this event to have gained as much coverage owing to the stature and presence of the world-famous footballer.