How Fevicol used Ronaldo and Coca-Cola moment as a marketing opportunity | #casestudy

Fevicol added a witty brand connect to Ronaldo’s Coca-Cola incident as well as encapsulated the moment with a creative visual in order to garner organic engagement and reach a wider audience.

This case study takes a closer look at Fevicol’s moment marketing strategy and how it jumped on the ‘Ronaldo Coca-Cola’ moment last year.

Category Introduction

In India, the Adhesive & Sealants market was said to be valued at $1,100 Million in 2021. It is further expected to only rise with a growth rate of 8% compounded annually over the next 5 years. Primary factors that drive the market include growing demand from the packaging industry and the evolving construction industry in the country.

With Pidilite comfortably leading the race in the industry to be the biggest brand, it is followed by H. B, and further followed by the Arkema Group. 

Brand Introduction 

Being a trusted brand of adhesives for over 50 years, Fevicol provides a range of innovative products that have transformed the way carpentry works in India and has made the art of woodwork simpler. 

Their objective on social media is to spread awareness about their products and to engage and leverage everyday conversations to increase its relatability factor.

Summary

At the Euro Conference in June 2021, Ronaldo moved away the two Coca-Cola bottles kept on his press conference table and endorsed water instead. This led to the valuation of the company dropping by $4 billion! But who knew that miles away, an Indian adhesive brand was listening closely to all the conversations happening around the phenomenon and even found the best way to capitalize on it. 

Fevicol is a brand that has always talked about how they are the ultimate adhesive and if you stick something with their product it will stick forever. Keeping that proposition in mind, they went live with a post on social media stating that if their product had been there in that situation instead of the Coca-Cola bottles, Ronaldo would not have been able to move the bottles and the valuation of the company wouldn’t have fallen too!

Objective 

The primary objective of the campaign was to add a witty brand connect to the phenomenon as well as encapsulate the moment with a creative visual. All this while marrying the moment with the brand’s proposition in order to garner organic engagement and reach a wider audience.

Brief

Being one of the legacy brands of India, time was of the essence when it came to using the presented opportunity by the buzz created around this moment and adding a quirky addition to it. 

Creative Idea 

The idea was to show a visual of a similar press conference table, but instead of the Coca-Cola bottles, Fevicol bottles were placed and through a crip, on-point copy, it was the emphasis on how the bottle won’t move and hence the valuation won’t drop.

Also Read: Popular AI marketing tools for advertising professionals to make your life easier

Challenges

When the Coca-Cola bottles were moved by Ronaldo, the company lost $4 Billion worth of their valuation which soon created a buzz on Twitter around this phenomenon. 

The challenge was to seamlessly integrate this phenomenon as well as to stick to the brand’s proposition, all within a few hours of it making the news. Hence, the team got together to share ideas and eventually were successful in coming up with a post idea that instantly became viral on social media

Execution 

When Cristiano Ronaldo, one of the most popular athletes in the world, moved away the Coca-Cola bottles kept in front of him, he sent the whole world into a state of delirium as the brand coincidentally lost $4 billion worth of valuation just the next day! The phenomenon started various conversations on social media and even started trending on Twitter. Hence, the brand had to seize the opportunity and add its witty take to it. 

They went to the roots of the situation and realized that the phenomenon started off at the time Ronaldo pushed away the two bottles. Well, that wouldn’t have happened had their product been there. Hence, these bottles replaced the Coca-Cola ones. Indians are big on Coca-Cola and football. So to connect with their primary audience and community better, the copy was kept in Hindi. All this while bringing out the brand’s proposition of making things stick forever.

Another major talking point about the phenomenon was that the beverage company coincidentally lost $4 Billion worth of valuation the day after Ronaldo moved the bottles away. Since the conversations making the rounds connected the two, the brand decided to share their take on what would have been the case had their product been there with a witty one-liner that read in Hindi – Neither the bottle will move, nor will the valuation fall!  

The post was taken live on Instagram, Facebook, and Twitter where it was showered with love.  As they were the first brand to leverage this moment, the post was then organically picked up by news channels, professors, comedians, and even marketing moguls, who couldn’t help but praise the content piece!

Results 

The social post went instantly viral and was officially trending on Twitter India. Within 12 hours, the post was shared over 80,000 times on Instagram and helped gain over 2.2K followers! Where other posts received an average of 19.69% engagement, this post garnered a whopping 78.91%, breaking all records on all their platforms. Overall, the post received above 16 million impressions, 185K shares, and 10K comments and the total earned media was above ₹1.6 crores!

The post was picked up by various publications, and popular personalities such as H V Goenka and Kunal Kamra and started gaining popularity on Reddit and Sharechat. It also reached several news channels and became so popular that if one searched for Coca-Cola, the first few links would lead them to articles about the content piece from these channels.

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