Coca-Cola product placement strategy backfires – a case of celebrity activism

Abstract

Research methodology

A secondary research method was used to collect data for this case. The authors have made use of newspaper articles and published articles written by journalists and experts which are available in the public domain.

Case overview/synopsis

Instances of celebrity activism such as athlete activism are rising. Social media has amplified the voice of celebrities and given them a personal channel to directly communicate with their fans without any media censorship. The same is true especially concerning endorsement by sports superstars, who now seem to have a mind of their own, independent of the official line of clubs, tournament organizers or sponsoring companies. This case discusses the embarrassment and financial loss faced by soft drinks giant Coca-Cola due to the public snub by football superstar Cristiano Ronaldo during an official press conference of the EURO 2020 championship.

Complexity academic level

Undergraduate and postgraduate students studying marketing management and brand management courses in business management and commerce streams can use this case. This case can also be used for marketing specialization students at the undergraduate and postgraduate levels.

Citation

Saldanha, A. and Aranha, R. (2023), "Coca-Cola product placement strategy backfires – a case of celebrity activism", , Vol. 19 No. 5, pp. 737-745. https://doi.org/10.1108/TCJ-07-2021-0103