Why authenticity matters in marketing your company to new hires.
When it comes to marketing and advertising, authenticity matters. Just look at what happened recently with Ronaldo, one of the biggest sporting influencers in the world, choosing bottled water over the 2021 Euros brand sponsor, Coca Cola.
This clear dismissal of their product placement cost them, a whopping 4 billion dollars.
So why didn’t it work out? Plain and simple. It lacked authenticity. Coke isn’t the drink of choice for athletes before or after a big game at the Euros, or any sport.
And so that product placement made Coke’s shares drop by billions, as soon as Ronaldo swapped in those cokes for a nice bottle of Agua.