Skip to content
Subscriber Only
Opinion
Business

Your Brand Has Never Been Easier to Destroy

Welcome to the wild world of product displacement, in which no brand is safe from "hatejacking" and other threats.

They’re coming for your brand.

They’re coming for your brand.

Photographer: Graeme Sloan/Bloomberg

(This is part one of a two-part series on product displacement. Part two is What to Do When Haters Come Gunning for Your Brand.)


It was the “Agua!” heard round the world. During a press conference at the 2020 UEFA European Football Championship, the Portuguese superstar Cristiano Ronaldo slid away two bottles of promotional Coca-Cola before exhorting us all to drink water.