Adhesive brand Fevicol reacted to the recent Ronaldo-Coca-Cola snub on Twitter and consequently gave a masterclass on advertising. Since the 90s the brand has been lauded and known for its advertising campaign. The famous ‘Ye Fevicol ka mazboot jod hai’ tagline is still on top of the tongues of many millennials. The brand recently jumped into the ‘Cristiano Ronaldo’s snub’ on Coca-Cola bandwagon and shared a hilarious tweet.
The rules of social media engagement keep evolving, but one rule has remained constant – topical content on controversy always sells. Fevicol, the adhesive giant in India, too adhered to the same rule and used the recent Ronaldo – Coca Cola controversy to engage with the masses.
‘Na bottle hategi, na valuation ghategi’: Fevicol’s Hilarious Take
In its tweet, Fevicol shared an ad where two bottles were photoshopped on Ronaldo’s press conference table. The content of the ad read – “Na bottle hategi, na valuation ghategi (roughly translated to – neither the bottle will move, nor will the valuation drop)”. The reference of the bottle not moving was the brand’s attempt to reiterate the unbreakable bond its adhesive promises.
— Fevicol (@StuckByFevicol) June 17, 2021
The adhesive brand in its caption wrote “Haye ni mera Coka Coka Coka Coka Coka,”, making a reference to popular Hindi song.
The simple yet ingenious remark on the brewing controversy was lauded by the netizens.
Time is an illusion, timing is an art – brilliant marketing by Fevicol! pic.twitter.com/aLzwAjaLWp
— Harsh Goenka (@hvgoenka) June 17, 2021
Kudos to advertising team 💪 You guys are best in business. if #Ronaldo sits on that chair he may never ever get up from it 🥸🤣 he still score though ⚽️🥅
— Shraddha Bagwe (@ShraddhaVBagwe) June 17, 2021
Fevicol, hats off to your brilliant creativity. And @Ogilvy_India never fails to delight us. It seems you both are inseparable due to the Fevicol effect. Keep entertaining us like always. 😊🙏
— Build Your Range (@BuildYourRange) June 17, 2021
Coca-Cola Snub Incident Throwback
For the uninitiated, who don’t know about the bottles being moved, the incident is a throwback to the recent controversy Portuguese star footballer Cristiano Ronaldo found himself in. On Wednesday, during a press conference, Ronaldo, with a stern look on his face, removed two small bottles of Coca-Cola that were placed in front of him.
Cristiano Ronaldo was angry because they put Coca Cola in front of him at the Portugal press conference, instead of water! 😂
He moved them and said "Drink water" 😆pic.twitter.com/U1aJg9PcXq
— FutbolBible (@FutbolBible) June 14, 2021
The move costed Coca-Cola – who is also the sponsor of the sporting event Ronaldo and his team is playing in – to lose $4 billion from its market cap. By the end of the aforementioned press conference, the packaged beverage giant’s share prices tumbled from $56.10 to $55.22.
After the incident, Coca-Cola tried to take charge of the narrative and claimed that the players are provided with soft drinks, and they are free to choose whatever they want according to their taste and preferences.
The incident sparked a lot of interest in netizens and they did what they always do best – share hilarious memes on the act.
France Footballer Paul Pogba Emulates Ronaldo – Removes Beer Bottle
As if almost on cue, France footballer Paul Pogba stole the limelight from Ronaldo after he removed a beer bottle that was placed in front of him during a presser.
— khudro manush (@KhudroM) June 16, 2021
It should be noted that Pogba is a devout Muslim and is publicly known to note indulge in alcohol. Pogba’s move came right after Portugal skipper Ronaldo removed the beverage bottles in front of him.
The incident again sparked meme fest on Twitter. However, unlike Coca-Cola which saw huge dip in its share price, Heineken – the beer brand which was removed by France footballer Pogba – did not suffer such a loss.
‘Stop removing sponsor bottles’: UEFA asks Euro 2020 Teams
After the move of Ronaldo & Pogba, sporting body UEFA had to ask the Euro 2020 teams to stop removing sponsor bottles during press briefings. The UEFA 2020 director Martin Kallen announced how the body has “communicated with the teams regarding this matter.” He also added,
“It is important because the revenues of the sponsors are important for the tournament and for European football,”
-Kallen said in a briefing.