Coca-Cola repõe garrafas após furtos de figurinhas da Copa em mercados

No shifts in international power dynamics; this is a domestic commercial issue between a multinational corporation and local retailers.

Consumers benefit from promotional engagement and collectible value, but face reduced product availability, higher prices due to merchant losses, and potential supply chain disruptions. Some consumers exploit the promotion by stealing stickers, creating negative externalities for honest buyers.

Retailers may lobby for stronger anti-theft regulations or insurance coverage for promotional damages. Coca-Cola may face pressure to redesign promotions with better security features. Potential need for retail security standards during high-engagement marketing campaigns.