By dismissing two bottles of Coke to prefer water during a press conference, the Portuguese brought down the market capitalization of the soda brand.
A fall of 4 billion dollars (3.29 billion euros). Coca-Cola surely did not expect to see its market value rise so dear after a press conference by Cristiano Ronaldo. Just before starting his press conference on Monday, as a preamble to Portugal’s large victory in Hungary (3-0) during which he scored a double, the boss of the Portuguese selection, known to be very picky about his lifestyle, withdrew – not without a good dose of contempt – two bottles of the American soda brand. Before ostensibly showing a bottle of water next to it, for someone from the organization to bring him instead.
The sequence quickly went viral on the networks. Not without consequences for the brand: Coca-Cola shares fell from $ 56.10 to $ 55.22 almost immediately after Ronaldo’s gesture, while the value of the company on the New York Stock Exchange fell. 1.09% on June 14, then 0.34% on the 15th, from $ 242 billion to $ 238 billion.
This is not the first time that the Juventus star from Turin has shown his aversion to soft drinks. Including at home: “Sometimes my son drinks Coca-Cola or Fanta and eats crisps and he knows I don’t like it”, he had said in the past.
Pogba imitates him with Heineken
Wednesday evening, Paul Pogba – surely inspired by the Portuguese’s gesture – imitated him during the press conference which took place just after the victory of the Blues. With beer, this time: arriving in front of the microphones, the French midfielder took care to remove the Heineken brand bottle to hide it from the cameras … while leaving the water and Coke bottles on Table. Difficult for the moment to assess the possible economic repercussions after the Frenchman’s gesture. These two sequences, less than forty-eight hours apart, could well make the big brands think about the question of the placements of their products.
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