Brands must have terms of engagement for product placements – Sunkanmi Ogunniyi
By Felicia Nwosu
Sunkanmi Ogunniyi, Associate Group Head, Business Innovation & Strategy, CMC Connect (Perception Managers), has said that, for brands to prevent the new wave of anti-endorsement fad, they must have terms of engagement for product placements in sponsorships and must find a way to penalise players that do not comply, as well as being pro-active in having a plan in place when such crisis occurs.
This was her submission during an interview with MARKETING EDGE while analysing the action of the Portuguese footballer, Cristiano Ronaldo’s decision to remove two bottles of Coca-Cola from view during a press conference, an action which was said to have led to a $4 billion drop in the soft drink company’s market value.
According to the Public Relations specialist, “It is difficult to ascertain if Ronaldo’s action was premeditated or impulsive. The only way to know this would be if the table water brand was once endorsed by Ronaldo. However, the water bottle did not carry any branding. Personally, I think it was.”
The PR expert, while analysing the impact for brands when top stars or celebrities reject the product of a major sponsor of an event, explained that celebrities have major influence on consumers, so their actions, regardless of the subtlety, negative or positive, would affect the brand image.
“When stars/celebs talk down on brands it may have a negative or positive impact depending on the celebrity, the brand and the context.”
She, however, added: “It may most likely be a negative one which could be a dent on the brand equity, lead to loss of customers, market share or even stock value.”
In the case of Coca-Cola and how the brand custodian can rebuild its equity, he suggested that Coca-Cola may consider working with players whose values do not contradict the brand values for endorsements.
In her words: “Alternatively, they could create a campaign about lifestyle choices and preferences to pass home the message from their statement and show that they are a responsible brand.”
On how brands can prevent this further, she called for joint efforts of various brands to tackle the new development. “I think it’s very important to address this issue collectively as an industry. Coca-Cola’s response worked, but to many it was slow.”
Stating the role of PR in all of these, she revealed that the incidence has served as an eye-opener for brands understand more about the personal preference of their consumers.
“This case has shown how important it is to clearly understand your audience. Ronaldo has always been vocal about his diet and lifestyle, so it should not be surprising if he became critical of a carbonated soft drink.
“PR plays a significant role in rebuilding brand equity and reshaping perception in the minds of consumers by crafting compelling stories & content that showcase brand values.”
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