Subject category:
Ethics and Social Responsibility
Published by:
IBS Center for Management Research
Length: 8 pages
Data source: Published sources
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https://casecent.re/p/185022
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Abstract
When soccer star Cristiano Ronaldo removed the Coca-Cola bottles in front of him at a press conference during Euro 2020, it immediately drew the attention of fans, the media, and many others. It was not only Ronaldo, but several other celebrities too who were beginning to distance themselves from unhealthy brands, either because of a feeling of social responsibility or of the fear that associating with an unhealthy brand would tarnish their own image. Coca-Cola's valuation fell following the incident and its image was dented. However, experts opined that other factors might have contributed to the fall in Coca-Cola's valuation.
Teaching and learning
This item is suitable for undergraduate and postgraduate courses.Time period
The events covered by this case took place in 2021.Geographical setting
Region:
World/global
Country:
United States
Featured company
The Coca-Cola Company
Employees:
10000+
Turnover:
USD 33.01 billion (in 2020)
Type:
Public company
Industry:
Food & beverage
Subject category:
Ethics and Social Responsibility
Published by:
IBS Center for Management Research
Length: 7 pages
Data source: Published sources
About
Abstract
When soccer star Cristiano Ronaldo removed the Coca-Cola bottles in front of him at a press conference during Euro 2020, it immediately drew the attention of fans, the media, and many others. It was not only Ronaldo, but several other celebrities too who were beginning to distance themselves from unhealthy brands, either because of a feeling of social responsibility or of the fear that associating with an unhealthy brand would tarnish their own image. Coca-Cola's valuation fell following the incident and its image was dented. However, experts opined that other factors might have contributed to the fall in Coca-Cola's valuation.
Teaching and learning
This item is suitable for undergraduate and postgraduate courses.Settings
Time period
The events covered by this case took place in 2021.Geographical setting
Region:
World/global
Country:
United States
Featured company
The Coca-Cola Company
Employees:
10000+
Turnover:
USD 33.01 billion (in 2020)
Type:
Public company
Industry:
Food & beverage
Related
Subject category:
Ethics and Social Responsibility
Published by:
IBS Center for Management Research
Length: 7 pages
Data source: Published sources