Coca‑Cola Promotion Loses Value as Panini World Cup Stickers Are Removed From Bottles

Overview

• Videos and customer posts that circulated online and in news reports showed Coca‑Cola bottles with Panini World Cup sticker labels partially or fully removed, a problem first widely reported on June 9.
• Stores told reporters they must pull damaged bottles from sale because the barcode sits on the promotional label, which makes the product unsellable until suppliers reimburse or replace the lot.
• Valor and retail sources reported Coca‑Cola has been reimbursing some chains or exchanging affected stock for undamaged product as a practical way to resolve the damaged‑label lots.
• Retailers have adopted ad hoc loss‑prevention measures such as sending no‑sticker shipments to high‑loss stores, moving stickered bottles closer to checkouts, taping labels and posting notices to deter removal.
• Consumer regulator Procon‑SP recorded a jump in complaints about online sales of stickers and kits and warned buyers about scams and counterfeit listings on marketplaces while Panini and FIFA plan longer‑term changes in collectibles licensing.