COVID-19: How Brands are Stepping Up

Jessica Davies
April 16, 2020

Is your business embracing the opportunity to make an impact during COVID-19? 

A few recognizable brands are setting examples for staying relevant during the current pandemic. From giving back to their communities to creating new products, explore what these brands have been up to since the novel coronavirus outbreak.

THE POWER OF BRANDING – COCA-COLA


Credit: The Coca-Cola Company
Coca-Cola’s “bring people together” messaging may have been challenged by the social distancing order, but the company’s response is making headlines as the coronavirus outbreak continues to escalate. The brand’s new Times Square billboard reads, “Staying apart is the best way to stay united.” The spacing between the letters of the company’s normally tightly connected script sends a strong visual message of support.

Instead of backing away from the challenge, Coca-Cola chose what is normally one of the busiest tourist destinations in the world to take a stance.

BRINGING CANADIANS HOME – SUNWING

Sunwing set out on a mission to help Canadians who, since the outbreak, have struggled to find their way home. The company even went as far as offering seats free of charge and were able to bring home over 60,000 Canadians, some of whom were not originally Sunwing customers.

When a company truly cares about people and not just sales, that’s successful branding.

EMPLOYEE RECOGNITION – SOBEY’S

To recognize its hard-working employees during the pandemic, Sobey’s has launched the “Hero Pay Program”. All staff members will receive an additional $50 a week and full–time employees are receiving a $2 premium onto their hourly wage.

This initiative rewards its frontline staff for keeping their community safe while everyone shops for their essential groceries.

SANITIZE, SANITIZE, SANITIZE – MILL STREET

The Toronto-based company, Mill Street Brewery, has decided to turn facilities into a hand sanitizer factory. The company is offering local bars and restaurants free hand sanitizer to help stop the spread of the virus.

This is a huge opportunity for the brand to create a product that lends a hand to their resellers, while still maintaining their presence and keeping their name front of mind.

 

Responding to cultural trends through advertising gives brands the power to sway the market and resonate with their target audience. What is your brand doing to make a difference? Our advice is to use these examples as inspiration to create meaningful conversations or strategic content to positively impact the lives of your customers.

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