How Advertising Has Changed Since The Coronavirus Outbreak
Source: worldtoyota.com
Each day, we’re deluged with advertisements left and right. The billboard on the highway, the commercial on the television, the banner on a website we visit. Despite the strange times our world is facing right now, these circumstances haven’t changed. So, how have big companies pivoted their advertisements to appeal to the overwhelmed Corona-age consumer? They’ve become way more cautious, focused on soothing our fears, and even offered up quite a few good deals.
Source: brandinginasia.com
Mindfulness has characterized many businesses’ decisions since COVID-19 broke out, as certain advertisements haven’t exactly aged well. For example, KFC’s “Finger Lickin’ Good Campaign,” which launched in the U.K. in early March, was suspended a few short weeks later after numerous complaints came in about the irresponsibility of, ahem, licking one’s fingers during a pandemic. Other ads like this one followed suit and were later pulled, and since then advertisers have been careful to create messages that make ethical sense, hoping to avoid scrutiny.
Source: adage.com
Advertisers know that at a time when many people are feeling vulnerable, fearful, and secluded, telling someone to buy a car just simply isn’t going to be received well. Instead, messages now reflect more of a sense of comfort and solidarity, showing the company’s humanity in “uncertain times.” McDonald’s “We’ll Be Here” advertisement supportively lets customers know that the Drive-Thru is still open indefinitely, while restaurants like Chipotle and Domino’s are promoting “contactless delivery,” thus soothing consumers’ fears and encouraging them that the proper safety precautions are being taken. Others are offering sweet deals in an effort to keep customers coming. Since the beginning of the month, Steak ‘n Shake has been handing out free french fries for all, while Wendy’s boasted free 4-piece nuggets last Friday, April 24.
Companies’ marketing strategies have shifted from social, fun-loving appeals to ones of community and compassion. Some may say that these attempts seem insincere and already are becoming quite repetitive. Yet, to not offer an empathetic hand would be read as tasteless. This conflict advertisers are facing of wanting to uphold sales during a global pandemic is only one of the many conundrums COVID-19 has brought to light.
Report: Grace Carlos
Love it, Share It, Pin It.
