Christiano Ronaldo wiped off 4 billion dollars of off Coca Colas Valuation. Is that permanent? May be only time will tell. Healthier drink choices like Bai and Vitamin water supported by Rohan Oza an ex coke marketing executive is eating away at cokes market share in USA. Coke is going to try and bounce back. But with this incident I would like to talk to you about another branding tactic all the brands have been using for decades. That is using celebrities to market your products. You all must be thinking this is a common tactic and you do not need me to tell you about it. Well sure you know about this tactic, but have you ever thought why it works, probably not. So, I would like to tell you why it works and how CR7s little action wiped off 4 billion off Coke’s valuation.