Social Media | Viral Marketing | Case Studies | Newsjacking | Master Newsjacking course At a press conference ahead of Portugal's UEFA Euro 2020 game with Hungary a week ago, football (soccer) star Cristiano Ronaldo removed Coke bottles from in front of him, telling people to drink agua instead. The Coca-Cola sponsor snub made big news all over the world. Very quickly, IKEA Canada posted a new product, the Cristiano “reusable bottle for water only”, on the company’s Instagram. Several people, including Andras Baneth and my always alert wife Yukari contacted me to share this so it is getting attention! Well played IKEA!