A day after Ronaldo’s public show of disdain for Coke, French striker Paul Pogba took exception to a bottle of Heineken being placed in front of him after being named man of the match in France’s 1-0 win against Germany. The beer was Heineken’s alcoholfree 0.0 brand. Pogba is a Muslim and it is not known whether the product and event managers had been sensitized that-zero-alcohol or not Heineken is after all an alcohol brand, and it should not have been there.
When a brand like Coke or Heineken pays maybe $50-60 million to be one of the sponsors of the hugely popular Euro2020 Football Championships-10 sponsors for Euro2016 collectively paid $575 million would expect the minutest details worked out. It is therefore marketing failure (bigtime) to not understand the sensitivities of these superstars, themselves big brands, before trying to ride on their shoulders.
Sensitive branding
The football stars are not endorsing Coke or Heineken; the products are on display via the sponsorship contracts for the tournament. Ronaldo or Pogba have no personal stake. If that is the case, the advertisers should have done their homework about the preferences and inclinations of the football players. Cristiano Ronaldo, a superbly fit health fiend at 36, is known to be against carbonated drinks and has said as much in interviews when deriding his small son’s addiction to Coke and Fanta.
This story is from the June 20, 2021 edition of The Morning Standard.
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This story is from the June 20, 2021 edition of The Morning Standard.
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