Coca-Cola product placement strategy backfires a case of celebrity activism
- Title
- Coca-Cola product placement strategy backfires a case of celebrity activism
- Creator
- Saldanha A.; Aranha R.
- Description
- 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. 2023, Emerald Publishing Limited.
- Source
- CASE Journal, Vol-19, No. 5, pp. 737-745.
- Date
- 2023-01-01
- Publisher
- Emerald Publishing
- Subject
- Athlete activism; Branding; Celebrity activism; Celebrity endorsement; Product placement
- Coverage
- Saldanha A., Department of Marketing, St. Joseph's Institute of Management, Bangalore, India; Aranha R., Department of HR, School of Business and Management, CHRIST (Deemed to be University, Bangalore, India
- Rights
- Restricted Access
- Relation
- ISSN: 15449106
- Format
- Online
- Language
- English
- Type
- Article
Collection
Citation
Saldanha A.; Aranha R., “Coca-Cola product placement strategy backfires a case of celebrity activism,” CHRIST (Deemed To Be University) Institutional Repository, accessed February 25, 2025, https://archives.christuniversity.in/items/show/14142.