Ronaldo and Coke: Is brand de-endorsement becoming a new trend?
Ronaldo put aside two Coca-Cola bottles placed in front of him and said “agua”. An Action by a star that set viral action going, not in the best interests of the brands concerned. And this action was responsible for wiping $4 billion off of Coca-Cola’s market value. Is this a warning for the brands that there is a dire need to re-strategize their promotional skills?