With the current Covid Crisis seemingly showing no sign of easing up, the business community is currently at panic stations. No all marketers and industries across the globe are faced with the question “how do we respond?”
With the globe locked down a feet on the grown public approach doesn’t really seem appropriate, many huge global corporations are instead using their marketing platform to spread a message of goodwill and togetherness in this trying time. We’re unsure how sincere this message is but it is seriously helping certain companies flourish in this trying time. Let’s take a look at a few of these companies and how they are leading the field during the pandemic.
Nike
It seems strange for a sports brand to be promoting its audience to “stay at home” but that’s exactly what Nike’s current message is. Nike was quick to jump on the goodwill bandwagon with slogans such as Contribute to “the team” and “stay inside, play for the world”. This message really seemed to unite Nike customers, offering a strong sense of community.
With other sports brands such as Adidas being very slow on the uptake in regards to closing stores and working on safe social distancing standards, Nike seemed to lead the field fresh off the bat.
Pret A Manger
UK based Food chain Pret A Manger has used the pandemic to support its customers and community on a deeper more personal level. Straight from the off Pret A Manger implemented a take away only policy to limit customer’s social interaction in attempt to curve the spread of the virus. And in a time when serious question were being asked regarding the governments treatment of NHS key workers, Pret A Manger made their stance clear by offering a 50% discount to all NHS workers.
Coca-Cola
Following Nike’s inspirational quotes Coca-Cola took a similar approach, but opting on a social distanced logo design to get the message across. The spaced Coca-Cola was a master class in design marketing. Simple spacing the letters of the iconic Coca-Cola logo clearly sent the message of social distancing to all and really was a massive moment for the brand in trying times. At a time when New York was becoming an epicenter for the outbreak, the Coca-Cola social distancing logo beamed out over Times Square showing solidarity with the cities occupants in a trying time.
Budweiser
The US beer giant used a similar approach to Pret A Manger and other brands by acknowledging key workers through their latest advertisement. The advert praised our heroes working on the front lines such as nurses, teachers and praised the public for staying at home. The message was clear and similar to Nike, stating us all as #OneTeam.
