It's a story and an accident.
Football superstar C Ronaldo (C Ronaldo), in 2009, also advertised for Coca-Cola, but in 2021, it became an enemy of Coca-Cola.
The reason why the 2020 European Championships are to be held in 2021 is because of the epidemic.
The reason why it is called "Euro 2020" is because UEFA wants to celebrate the 60th anniversary of the European Championship and wants people to remember what happened last year.
The significance of this is obviously different.
The grand event of the European Championship will always become a global hot spot, and this time it has been pressed for a year, which has made the fans look forward to it even more. It is said that about 1.9 billion people watched live broadcasts through television and other media platforms this year.
The game is so hot and the crowds are so large, of course, the sponsors can't let it go. Coca-Cola has been following suit for 32 years, and this time, it's winning more opportunities and will showcase more brands.
This includes that at all the press conferences of the European Championships, two bottles of Coke will be placed in front of the participants.
However, this matter was messed up by Ronaldo.
On June 14, before Portugal played hungary, C Ronaldo, as the captain of the Portuguese team, came to a press conference with head coach Santos and sat down.
The Coca-Cola in front of him didn't get in the way, but he looked disgusted. Then he moved them all out of the camera, held up a bottle of water, and spat out the words in Portuguese: "Agua."
It means drinking water, and the real meaning is not to drink coke, but to drink more water.
Drinking more water is a terrier in China, but it seems that it is not a foreign country, so C Luo's video was quickly forwarded out and spread all over the Internet.
C Luo's self-discipline in diet is very famous, wine is not drunk, carbonated drinks are not drunk, junk food is not eaten, 36 years old is still physically strong, excellent physical fitness.
Cristiano Ronaldo is also a well-deserved global superstar, the first person in the world to gain 500 million followers on Facebook, Twitter and INS. On the INS alone, it is as high as 360 million, and if you send a photo casually, there are hundreds of millions of likes.
C Ronaldo has such a large number of fans, enough to form a tsunami, the European Championships such a large degree of attention, enough to make C Ronaldo's move more fermented, it just so happens that Coca-Cola's stock price on this day, from $56.17 per share in the previous day, fell to $55.22, representing the market value from 242 billion to 238 billion, evaporating 4 billion in the blink of an eye, so this matter has swept the world even more.
For a time, the media and the public are praising C Luo's self-discipline and health concept, but also are spreading that C Luo drank water, and after a few minutes, Coca-Cola lost 4 billion.
C Ronaldo's health concept is very positive, C Ronaldo is definitely a super self-disciplined fitness maniac, but the fall of Coca-Cola stock, is it really because of his one action, a word?
Cristiano Ronaldo's approach has triggered a chain reaction, so that Ukrainian captain Yarmolenko, French star Pogba, and Italian player Locatelli have followed suit, so that the European football team has to stop it - his influence is definitely there. But Forbes doesn't think so.
First of all, this kind of stock volatility is very common, and Ford Motor, which can't be hit by eight rods, has also shrunk by 2 billion in the same period.
Second, the stock market is complex and not determined by a single factor. In fact, during that time, the entire U.S. stock market was at a low level.
Third, and most importantly: Coca-Cola's stock price that day had gone lower at the opening of 9:30 and reached $55.26 by 9:40. Its market value at that time was 4 billion lower than the previous trading day, and the time when C Luo removed Coca-Cola from shouting water was 9:43.
Moreover, after the C Ronaldo incident, Coca-Cola's stock price also rose by $0.3 at the close, that is, the total market value increased by $1.3 billion.
Therefore, Forbes concluded that June 14 is the ex-dividend date of Coca-Cola's stock, which has an impact, and the biggest or only reason for Ronaldo's move is that the media is misleading.
The ex-dividend of stocks is also the reason for Coca-Cola's announcement, and Coca-Cola's second-quarter financial report shows that Coca-Cola's sales have not been affected, and their revenue, profits, and stock earnings have increased tremendously, far exceeding expectations.
Then the news that the superstar C Luo roared and Coke also trembled was obviously just a story.
And this story is quite different from the story of NBA star LeBron James.
James was advertising to Samsung at the time, Samsung was ambitious, to rely on new products to seize apple's market, but James chose to tweet to his tens of millions of fans when the Samsung mobile phone in his hand malfunctioned.
People are parties and are responsible for users, while C Luo is doing the right thing at the wrong time and place. That is, the concept is correct, but it tears up the agreement and violates business ethics.
Therefore, the media spreads stories, C Luo creates accidents, and Coca-Cola can fully hold C Luo and the organizers responsible.
But it is clear that Coca-Cola did not condemn it, C Ronaldo did not receive any punishment, and the matter passed quietly.
So why is that?
In a word, it is a rat trap, and Coca-Cola has a higher trick.
Let's first take a look at how Ronaldo and Coca-Cola have changed from owners to wrongdoers.
When C Luo advertised Coca-Cola, he was not the current C Luo. He used to drink Coke and eat breakfast. But he later joined Manchester United and met United veteran Ryan Giggs.
Ryan Giggs is said to have pushed Ronaldo against the wall and taught him seriously: Don't do it again!
The power of example is infinite, and C Ronaldo has since changed his approach and become a "Popeye". He also opposed children drinking Coke, Fanta, eating potato chips and the like, and sometimes making a big liver fire.
C Luo, out of health awareness, encourages everyone to drink more water, which is a very positive behavior, and it actually meets the requirements of the public and the trend of the times.
Some media have reported that due to the increasing health awareness of the public, the overall sales of carbonated drinks in the United States continue to decline, so Coca-Cola has also launched low-sugar energy products.
Therefore, Ronaldo's move is not only an idol effect, its significance is also beyond the scope of sports and stocks, it is only easy to lead to confusion of value judgments.
In fact, the widespread dissemination of such stories also has special psychological reasons. Hero worship is a long-lasting tendency, and the public loves its legend.
That is to say, C Luo's one-handed and one-foot throw can set off a hurricane, and the world's top 500 large enterprises cannot hold back.
Therefore, this incident should be said to be a collective conspiracy, the situation is: health, self-discipline labels, is positive energy, bound to another news, is to create a bombing effect. The media has the operation of the media, the masses have the carnival of the masses, everyone is happy, who cares about the facts, whether to distinguish between them.
Of course, I will not think about the hero C Luo, it is possible to be punished, the more fierce the wind, the greater the problem.
So why did Ronaldo not be punished?
There are two reasons for this.
First, although UEFA and sponsors are punched in the face, UEFA is connected to the Football Association, and the Football Association can decide for itself whether to deal with players and how to deal with them.
Second, Coca-Cola handled it properly.
Coca-Cola is undoubtedly a victim of this incident, but after all, it is a century-old brand that has gone through great storms and waves, has deep cultural roots, and has the mature ability to deal with various events.
Coca-Cola's marketing team certainly doesn't think about the awkward situation they're in.
Failure to respond, which will keep the incident fermented, and similar incidents will increase, and sponsorship agreements will become soap bubbles.
The reaction is fierce, which will trigger a group counterattack of health experts and health organizations, angering Ronaldo's huge fan base, and becoming more and more the voice of the media. That would be to push yourself against the idea of public and health.
Once the emotion is aroused, the public can not care whether you are wronged or not, they are drinking Coke, and they will not delay scolding you.
Just debunking rumors, far from enough. No matter how clear the facts are, it is difficult to beat rumors that conform to psychological trends and stories that cater to the emotions of the public.
So Coca-Cola came lightly, and the statement issued by the public relations department was:
Everyone has different "tastes and needs" and "everyone has the right to choose their own drink preferences". "At our press conference, the players get water, Coca-Cola and Zero Sugar Coca-Cola."
It's not necessary to drink Coke, it's nothing! They immediately turned their direction to diversity and tolerance, and value respect.
This side shows extraordinary temperament and boldness, and on the other hand, it also soothes the public. At the same time, it also launched the current main zero-sugar new product and did advertising.
So Coca-Cola continued to be recognized by the public, and a storm disappeared. People are not like some stars, who shout power for reason and reason, and want to go to court, and some even send themselves in.
Trade-offs are a good thing, and zero-sum games are the lowest-end options.
In fact, does the public really want health? The public wants more joy.
Staying up late is not good, drinking is not good, polysaccharide is not good, all kinds of bad. Whoever says yes, everyone will hammer him down. But if it's not good, don't you want to do it? Nothing can hold back lust and liking. The truth of Coke is the same, and sales are proof.
So, drink more water, continue to support C Luo, while drinking a drink.
• END •
Text/Nine Crows
Graph/Network