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Coke Can’t Go Wrong With This Brand Ambassador

Coca-Cola just signed a new brand ambassador, Alex Hunter, an up-and-coming soccer player. Hunter has a potentially compelling story. It’s also entirely made up. But, in this case, telling made up stories won’t run afoul of the morals clause on Hunter’s contract. Because Hunter isn’t real. He’s a character in a video game. For the first time, a global consumer brand has signed an endorsement deal with a virtual athlete.

This article explores the details of the international beverage giant’s endorsement deal with a virtual athlete, as well as the benefits of this unique marketing move, such as the character’s built-in fan base, no risk of fallout to Coke from any misdeeds committed by the athlete and increased fan engagement.