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Cristiano Ronaldo Coca-Cola snub reveals influence of sporting stars

Steve Mills
Article image for Cristiano Ronaldo Coca-Cola snub reveals influence of sporting stars

Coca-Cola suffered a $5.2 billion share price drop today, after soccer superstar Cristiano Ronaldo urged people to “drink water” instead.

During a news conference at the Euro Championships, Ronaldo swept bottles of the sponsors drink off the table and replaced them with a water bottle.

Branding expert Mike Drysdale said it shows the huge impact stars can have on a brand.

“There is a pretty strongly held belief in brand marketing that people trust people, more than people trust brands,” he said.

“But there is obviously a massive risk when things go wrong.”

Press PLAY to hear the full interview 

 

(Photo: Angel Martinez – UEFA/ Getty Images.)

Steve Mills
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