The role of positive brand communication in the time of corona virus

As a follow-up to Rayanne’s post, I thought it would be interesting to explore how brands are communicating positivity at a time when society as a whole is navigating the public health challenge of COVID-19, in addition to other personal, financial, and community issues. How are brands extending their services to be more helpful to consumers, without being overly promotional or minimizing the seriousness of the pandemic? What are some marketing do’s and don’t’s for brands during COVID-19 that you’ve seen? Below are three examples and lessons from brands promoting positive messages in the midst of our current public health crisis. 

1. Guinness – “We’ll March Again”. Instead of focusing on the negative aspects of cancelled events, bars, and parades specifically when it comes to St. Patrick’s Day, Guinness instead leads with the slogan, “We’ll March Again”. The ad encourages its viewers to stay positive by recognizing that this difficult time is temporary and shall pass. It encourages audiences to keep in perspective the importance of family, friends, and lifting one another up in times of crisis. The ad received positive feedback and responses on Twitter where users posted photos of themselves drinking a Guinness from the safety of their homes. What do you think works about this positive ad?

1. Nike – “Play inside, play for the world.” As we all know, the sports industry has been hit hard by event and season cancellations due to COVID-19. Recently, Nike unveiled a campaign featuring both a positive message and a chance for consumers to take advantage of its Nike Training Club app, free of charge. The ad has been amplified by many Nike sponsored athletes, including Serena Williams, Tiger Woods, and Sue Bird, with the overarching message that “Now more than ever, we are one team.” The ad is a rallying cry to never lose your love for sports, but to stay home for the health and safety of others. It also offers consumers the opportunity to try its at-home fitness app, filled with studio-style workouts. What do you think about Nike’s message strategy?

1. Chipotle’s focus on mental health by connecting people to virtual entertainment and positive conversation. Chipotle has a stellar way of engaging with its fans on social media. Below are examples of how Chipotle engages its followers by connecting them to fun livestreams, conversation, and free delivery! What do you like about Chipotle’s engagement strategy?