28/12/2021 Updated 25/08/2022
From : https://ftw.usatoday.com/ –
Jul 10, 2012
Updated 2012-07-10 9:06 PM
Would you pay upward of $750,000 for a Pepsi? Ronaldinho just did.
Coca-Cola has ended its expensive relationship with the former star of Brazilian soccer after he sipped from a can of Pepsi during a recent news conference.
For current and future Coca-Cola spokespersons, here are some best practices for endorsing Coke. 1) Drink it. 2) Don’t drink Pepsi.
Details from World of Sport:
Ronaldinho stunned Coke chiefs by turning up at a press conference and sipping nonchalantly from a can of their arch-rivals’ fizzy pop. Furious bosses at the Atlanta-based firm immediately demanded that the plug be pulled on his huge endorsement deal, according to a report in the ‘O Estado de Sao Paulo’ newspaper.
“The fact that the player has appeared with a can of Pepsi was the straw that broke the camel’s back,” Coca Cola marketing chief Marcelo Pontes told the paper. “The sponsorship had become embarrassing.”
Embarrassing, sure. But is this display of brand disloyalty stunning? Ronaldinho has always been Pepsi: