Viral Marketing

Name: Abbas Ali Asghar Ali

ID: 20181-24756

We can say that viral marketing either makes a company or breaks a company or at least it
creates such an impact which marketer’s never expect; We’ll be talking about how a famous
athlete Cristiano Ronaldo action’s led Coca Cola to suffer a loss of more than 4 Billion dollars
due to a 4 Second act.

Cristiano Ronaldo is famous football player

admired Globally, with the most amount of followers on Instagram for an athlete, Ronaldo takes
extreme care of his body and doesn’t compromise in any format for maximum performance
therefore in a press conference he removed the bottle of Coca cola and favored water over it, this
small action of him led to a significant drop in share price and brand Manger’s of Coca cola were
in total chaos and were not able to recover from this.
It is important to note that Cristiano acted as he promoted health and fitness and Coke being a
Carbohydrate drink is nowhere near being healthy, generally people respected his choice as he
was concerned for health and every other person has this same opinion of Coke Being Unhealthy
and due to the immense following of Ronaldo People started to act which resulted in a loss of $4
Billion Dollars, the reason I mentioned this is because a similar incident happened again but the
result of it was quite opposite.

https://youtu.be/rPaPoO4UOmc

Just like Ronaldo, Pogba as well is a famous Football athlete, and in a press conference he
removed a bottle of Heineken Beer but rather than affecting the company share in a negative way
He helped Heineken to earn $1.1 Billion.
But how can we explain Such Opposite Results?
It’s simple, Ronaldo acted as he promoted good health and his action were nutritionally
motivated where else Pogba Being a Muslim acted due to his own faith which isn’t generally
accepted by people and eventually triggered their ego as His action was Religiously Motivated
Which resulted in an increase in share value of Heineken.