Euro 2020 has generated a powerful yet controversial image: Cristiano Ronaldo’s gesture to remove a couple of bottles of Coca Cola in a press room and asking only for water instead, has given so much to talk about that it has now become a trend: Russian coach took the bottles and opened one using the other lever, while the Italian locatelli he separated the joke bottles, making a kind of parody of Cristiano, He also removed some bottles from his box at a press conference, but in his case they were Heineken beer, and the Scottish player John McGinn He arrived at the press room asking about the non-existent Coca Cola bottles.
But beyond the reaction of the soccer players and the general public, and the subsequent millionaire losses for the American soft drink company, he has taken advantage of this occasion to campaign: this is the story of his “Cristiano” bottleand that promises to be “only for water”.
Cristiano’s controversy with Coca Cola drives a new campaign
Well aware of what it means to have CR7 on the side of a brand (remember that it is ), the Ikea Canada team has used this marketing action to achieve a viral impact. In fact, this it is the classic glass bottle that the Swedish brand has offered for yearsand in fact it is one of their best-selling products for its simple and retro look.
For now the action is simply marketing, that is, It has only been shown on Ikea’s official Instagram page in Canada, and is not officially listed in their catalogHowever, just bearing such a distinguished name has meant that the reusable water bottle has gone from a general cost of 1 euro to 1.99 Canadian dollars, around 1.35 euros at the current exchange rate.
The inspiration behind the Ikea campaigns
This is not the first time that Ikea uses an icon or character to boost sales of its products: some time ago the company launched a line of furniture inspired by The Simpsons, and other series such as Friends and Stranger Things.
Now you can have the space of your dreams.
Ikea launches furniture for sale so you can recreate The Simpsons, Stranger Things and Friends rooms.
– Lion Chameleon (@leon_camaleon)
In addition, in the face of the pandemic, Ikea launched , a virtual one that “lived” for three days in a section of the Ikea store in Harajuku, Japangiving a perfect excuse during confinement to promote household items from “your little apartment”.
It is not yet known if the Cristiano bottle will become a real object, will expand from the Canadian market to other countries where Ikea has a presence, or if it will just be an internal marketing campaign. Nevertheless its popularity has already crossed borders.
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