The cancellation of the friendly match held by the Argentine team in China due to Messi's actions has caused the Argentine national team to be implicated and has to temporarily find another location for the match, which is planned to be moved to the United States. The incident also affected the Argentine team's sponsors, Cudi Coffee and Chishui River Liquor. Cudi Coffee urgently avoided danger and drew a clear line, while Chishui River Liquor suffered a heavy blow. This series of events shows the negative impact of Messi's actions, and provokes people to think deeply about the relationship between sponsors and spokespersons.
The poster in the Cudi coffee shop was urgently replaced, covering Messi's face with the word Fu, showing the condemnation of Messi's behavior and committed to maintaining the brand image. As a global partner of the Argentine team, the sponsor has distanced itself from the Messi affair in an effort to protect its reputation.
Chishuihe liquor suffered a heavy blow due to the Messi incident, the image of the spokesperson was damaged, the product was seriously unsalable, and the official social ** was criticized. After signing with Messi, Chishuihe had to face the negative impact of endorsements and reposition its brand image and promotional strategy.
Cudi Coffee recognized the situation, decisively drew a clear relationship with Messi, and adhered to the respect for Chinese fans. As an emerging brand, Cudi Coffee has demonstrated the ability to respond in times of crisis and maintain brand value by adjusting its promotional strategy.
Chishuihe Liquor needs to face the negative impact of the Messi incident and re-examine the choice of spokesperson and brand positioning. The development of Chishuihe Baijiu in the Chinese market needs to pay more attention to the needs of local consumers and enhance the brand's own values and image.
With the Messi incident, the relationship between the brand and the spokesperson has attracted much attention. Sponsors need to choose their spokesperson carefully to ensure that their words and actions are in line with the brand's values and avoid being negatively impacted by the spokesperson's actions.
As an important carrier of brand image, the spokesperson's words and deeds directly affect the brand image and reputation. When choosing a spokesperson, sponsors need to carefully consider their social image and values, which are consistent with the brand positioning, and avoid negative impact caused by image damage.
Through the analysis of the difficulties encountered by the sponsors of the Argentine team and the different coping strategies of the two sponsors, it can be seen that the influence and importance of the spokesperson to the brand. In times of crisis, sponsors need to choose partners carefully, build healthy and long-lasting relationships, and ensure that the brand image is effectively maintained. It is hoped that sponsors and brands can learn lessons from this event, find more suitable brand spokespersons, create a positive image, and maximize brand value.