{"id":15454,"date":"2021-07-01T10:46:30","date_gmt":"2021-07-01T10:46:30","guid":{"rendered":"https:\/\/website.clientdemoweb.com\/oggadoon\/?p=15454"},"modified":"2022-11-01T15:41:29","modified_gmt":"2022-11-01T15:41:29","slug":"cristiano-ronaldo-coca-cola-influence","status":"publish","type":"post","link":"https:\/\/website.clientdemoweb.com\/oggadoon\/cristiano-ronaldo-coca-cola-influence\/","title":{"rendered":"Cristiano Ronaldo, Coca-Cola, and the importance of influence"},"content":{"rendered":"

On first watch, Cristiano Ronaldo moving a couple of Coca-Cola bottles<\/a> from a press conference table seemed like no big deal. But within hours, the sugar-water\u2019s market share had dropped by billions of dollars and it suddenly was, quite clearly, a big deal.<\/span><\/p>\n

\u201cAgua, no Coca-Cola,\u201d the Portugal player preached, lifting his own water bottle in the air. But this was not just a plea for fans to consider healthier dietary habits. It was a not-so-subtle acknowledgement of Ronaldo\u2019s marketing power, and it left UEFA scrambling to prevent players from harnessing this untapped power and affecting the tournament’s ability to secure sponsors (who pay a whopping $30m per endorsement).<\/span><\/p>\n

Ronaldo, obviously, can do what he wants and he knows it. He doesn’t care about Coca-Cola and he definitely doesn\u2019t care about the product placement of an item that isn\u2019t going to make him money. This influenced other footballers, like Paul Pogba who removed a Heineken bottle from his own media appearances later the same week. And if you\u2019re thinking \u201cI don\u2019t care about football or Coca-Cola\u2019s stock prices,\u201d we hear you\u2026 But if you care about your own brand\u2019s marketing, you might find this matters.<\/span><\/p>\n

The impact of influencer marketing<\/h3>\n

Highly-paid names, whether they\u2019re the world\u2019s top footballers or just the most influential influencer in your industry niche, are really beginning to understand \u2013 and wield \u2013 their worth. Ronaldo obviously doesn\u2019t drink Coca-Cola. Pogba is a practicing Muslim who does not support the consumption of alcohol. They know that brands need them far more than they need the brands (which is not at all, really) and it\u2019s a lesson in alignment and not taking your sponsorships for granted.<\/span><\/p>\n

Not dis-similarly, Naomi Osaka who pulled out of the French Open on the grounds that mandatory press commitments were damaging to her mental health, has had her penalty fines paid for by meditation and mindfulness app, Calm. Calm\u2019s quick and ingenious decision to step in and support Osaka is a prime example of the way brands can align themselves with relevant and headline-worthy names by doing something positive. And we think this could be the future of influencer marketing.<\/span><\/p>\n

At OggaDoon, we help connect brands with the right faces for their audience. Simply placing a product near a famous person isn\u2019t enough, and it won\u2019t get you anywhere. The connection between an influencer \u2013 however famous \u2013 and a product they can genuinely vouch for is worth a million Coca-Cola bottles on the UEFA press table.<\/span><\/p>\n

Want to know more about our work and how we can connect you with audiences that will love what you do? Get in touch<\/a>.<\/span><\/p>\n","protected":false},"excerpt":{"rendered":"

On first watch, Cristiano Ronaldo moving a couple of Coca-Cola […]<\/p>\n","protected":false},"author":1,"featured_media":15455,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[7],"tags":[58,179,14,44,165],"class_list":["post-15454","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-blog","tag-brand-marketing","tag-influencer-marketing","tag-marketing","tag-marketing-agency","tag-marketing-for-brands"],"yoast_head":"\nCristiano Ronaldo, Coca-Cola, and the importance of influence - OggaDoon<\/title>\n<meta name=\"description\" content=\"On first watch, Cristiano Ronaldo moving a couple of Coca-Cola bottles from a press conference table seemed like no big deal. 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