The brands using their marketing powers to save lives during covid-19
It’s fair to say that not every business has hit the right note during the coronavirus crisis. Sports Direct, Wetherspoons, Cineworld, we’re looking at you!
But there are plenty of brands out there who are using their marketing channels to reinforce the government’s advice to stay and home and practice social distancing in order to save lives. They’ve realised the size of their audience and the sway they have over them, and they’re using this to all pull in the same direction. They have become, to an extent, the influencers they work with.
Coca Cola pauses all commercial advertising
Recognising that there’s more important things happening right now than commercial gain, Coca Cola has joined the list of brands freezing their marketing, “pausing all commercial advertising” for the time being.
It’s even swapped its usual billboards in New York for a message on the importance of staying apart – even practising social distancing with its own logo.
They aren’t the only brand to space out their logo in such a way. McDonald’s separated its iconic golden arches in a number of countries.
GymShark goes one step further and changes its name
Not going to the gym appeared to be somewhat of a sticking point in some people’s understanding of the rules. Working from home we got, no bars and restaurants, we accepted. But the gym appeared to be a point of confusion for some.
GymShark helped put a stop to this, with a cheeky name swap to Home shark in a post shared through its social channels
Nike asks customers to #playinside
A simple message but a powerful one. Again, a reminder that while advertising exists to sell us things, sometimes it can be used to change the way we think too.
The emotive language that doesn’t just emphasise the command to stay home, but manages to make it an inspiring action that help you achieve your future ambitions. No mean feat in 21 words!
Despite being a brand that has been hit quite significantly by the Coronavirus, it was also one of the first to close all stores in several countries around the globe. They even shared a playbook to cope with coronavirus worldwide.
Promoting the good you’re doing or doing good to promote it?
There is of course always an argument that these brands still stand to gain from such actions – after all it’s great PR and additional exposure, but I think in these instances, the outcome (quite literally saving lives), outweighs any potentially cynical motives.
I do think some brands (like the Guinness campaign) tread an uncomfortably fine line, but for me, Nike, Coca Cola and McDonalds have found the right balance.
