A Celebrity “Unendorsement”: Ronaldo’s Rejection of Coca-Cola is a $4 Billion Lesson in Influence

Have you ever wondered if a celebrity’s endorsement really sways your buying decisions? Think of Matthew McConaughey cruising in a Lincoln—does it make you want to drive one? Maybe, if you're a fan of The Lincoln Lawyer, but it's doubtful McConaughey himself regularly drives a Lincoln.?

So, does celebrity advertising work? It can—if done right. More than a decade ago I wrote, Does Celebrity Advertising Really Work?, and concluded, “I believe celebrity advertising can be extremely effective if it’s done right. Throwing famous people in ads for no reason other than their celebrity is a recipe for failure. However, choose a celebrity for a product where people want to feel like the celebrity in some way and you might have a winner on your hands.”

But what happens when a celebrity "unendorses" a product? That brings us to Cristiano Ronaldo, arguably the most famous athlete in the world’s most popular sport. Even if you’re not a soccer fan, you likely know his name. With millions of fans and aspiring soccer players hanging on his every word, he wields more influence than most of us realize—even perhaps Ronaldo himself.

In a press conference, Ronaldo did something simple yet impactful: he pushed aside two bottles of Coca-Cola and said, “Aqua” (water). That small act spoke volumes. According to ESPN, Coca-Cola’s share price plummeted by 1.6%, wiping out a staggering $4 billion in market value. Joe Rogan even commented on this incident on his podcast, amplifying the story further.

This is a textbook example of two powerful principles of influence: liking and authority. Ronaldo is not just well-liked; he’s adored worldwide. His status as a top athlete gives him authority when it comes to health and fitness choices. When he shunned Coke, fans around the globe noticed. Many decided that if water was good enough for Ronaldo, it was good enough for them, too. The lesson? A celebrity “unendorsing” your product can be as impactful—if not more—than a paid endorsement.

The Power of Liking and Authority in Celebrity Influence

Why does this work? Simple: people like Ronaldo. They admire his talent, dedication, and discipline. As a result, they trust his choices. This is the principle of liking in action: we are more likely to be influenced by people we like and admire.

Then there’s authority. Ronaldo is a top athlete known for his fitness and diet. If he chooses water over a soft drink, it sends a message that resonates with his fans: water is the healthier choice. The impact of his simple gesture was a powerful lesson for Coca-Cola and anyone paying attention to the mechanics of influence.

Laurence Maslon, a professor at New York University’s Tisch School of the Arts, stated in the article, From Sinatra to Streisand: 100 Years of Celebrity Political Endorsements, “An endorsement does more for the endorser than the endorsee.” Ronaldo’s action certainly seems to confirm this, but with a twist: his rejection boosted his personal brand while causing a sharp downturn for Coca-Cola.

How to Use This Lesson in Your Own World

Think about how this applies to your business or career. Are you leveraging the principles of liking and authority effectively? More importantly, are you prepared for the impact if a popular figure decides to reject your product or service? Here are a handful of tips to consider:

1. Choose Your Endorsers Carefully: Align your brand with celebrities or influencers whose values and lifestyles match your product. A mismatch can lead to a PR nightmare, as Coca-Cola discovered.
2. Leverage Authority and Expertise: If you’re in a niche market, find influencers who have recognized authority in that field. A recommendation from a well-respected figure can make or break your product.
3. Understand the Impact of “Unendorsements”: Be aware that just as an endorsement can lift your brand, an “unendorsement” can drag it down. Prepare for both scenarios and have a strategy in place.
4. Build Your Brand with Authenticity: If your product is authentically aligned with your endorsers, you’re less likely to face a sudden backlash. Consumers today are savvy and can sense when an endorsement doesn’t feel genuine.
5. Use Celebrity Criticism to Your Advantage: If a celebrity criticizes your product, don’t panic. Address it head-on. Show how you’re improving or clarifying any misconceptions. Engage with your audience to build trust and transparency.

Final Thoughts: The Ripple Effect of Celebrity Actions

It’s easy to underestimate the impact of a celebrity’s actions on a brand’s reputation and financials. Ronaldo’s simple gesture proved that not all publicity is good publicity. He also demonstrated the immense power of influence principles like liking and authority.

No brand is immune and this story also serves as a reminder of the importance of ethical influence. As marketers, we must understand that influence works both ways. While you might dream of scoring a high-profile endorsement, consider the opposite scenario: What if your product ends up in the wrong hands or gets “unendorsed” by a celebrity with significant clout?

Thanks to my friend Richard Johnson, who trained with me under Cialdini over 15 years ago, for bringing the Ronaldo story to my attention. It’s a perfect example of influence through liking and authority—and a powerful lesson for all of us in the world of sales and marketing.

Edited with ChatGPT

Brian Ahearn

Brian Ahearn is the Chief Influence Officer at Influence PEOPLE and a faculty member at the Cialdini Institute. An author, TEDx presenter, international speaker, coach, and consultant, Brian helps clients apply influence in everyday situations to boost results.

As one of only a dozen Cialdini Method Certified Trainers in the world, Brian was personally trained and endorsed by Robert Cialdini, Ph.D., the most cited living social psychologist on the science of ethical influence.

Brian’s first book, Influence PEOPLE, was named one of the 100 Best Influence Books of All Time by Book Authority. Persuasive Selling for Relationship Driven Insurance Agents was an Amazon new release bestseller. The Influencer, is a business parable designed to teach you how to use influence in everyday situations.

Brian’s LinkedIn courses on persuasive selling and coaching have been viewed by over 750,000 people around the world and his TEDx Talk on pre-suasion has more than a million views!