Value Prevails in Wake of Coronavirus Era
From corporate social responsibility to creative innovation, the theme of value just may be the tipping point for brands during the Coronavirus pandemic. In unprecedented times, consumers are looking to brands to offer thoughtful, innovative solutions that help to ease the chaos, and we’re seeing that come to life in so many different ways. As put by, Jack Welch, the late CEO of GE, “Leaders emerge during trying times”—and that couldn’t ring more true.
In recent years, we’ve seen a rise in consumers becoming increasingly attached to the perception that brands have a responsibility to do good in the world. Beyond selling products and generating revenue, corporate conglomerates and household retailers alike are seeing a shift in the way consumers respond to concept of value. So, what brands are best championing the Coronavirus outbreak?
Shine Distillery of Portland, Oregon used its resources to create hand sanitizer and acutely provided it to the local community. It turns out it’s common for distilleries to be unable to use the initial batch of alcohol they produce, and conveniently that product is ideal for sanitation purposes. It’s worth mentioning that Tito’s, Diageo, AB InBev, and an array of other adult beverage brands have implemented similar initiatives under the “It’s in our hands to make a difference” narrative. Regardless, it’s great to see brands getting creative about how to use resources that are already at their disposal to help out.
Dixie is another brand that’s doing something noteworthy with their Dixie Off My Plate initiative. In a series of TV commercials and social media posts, the brand has issued something of a public forum, asking American families to head to their website and express ways that the brand can take stress of their plates, and selecting a whopping 500 participants per week to receive some extra help. What I love about this is the brand’s effort to get personal. There’s no assumption as to what their audience needs, but instead an honest intent to make themselves available to help in any capacity.
This next example is something of an anomaly, but musicians are a brand within themselves, and we’re seeing a lot of our favorite artists use the increased time at home to entertain and add value to the virtual crowds of fans who are bored . When Tyga and Curtis Roach released Bored in the House, it quickly went from “New Release” to “Viral Sensation” as it became the anthem of quarantine. With lyrics nodding to Netflix binging, playing PS4, and a shout out to DoorDash, it was the musical snack we didn’t know we needed.
Perhaps one of the most innovative and iconic creative executions in response to the Coronavirus pandemic was an idea by Lush, the UK-founded cosmetic brand known for its luxurious, handmade soaps, and beautiful bath bombs. Introducing: The 30-second soap.
I mean, this says it all: 🤯 Sheer brilliance. Inspired by an insight that people fail to wash their hands effectively 97% of the time, Lush created the soap to demonstrate the art of efficient hand washing. It’s a pragmatic solution that adds multi-faceted value to consumers while also positioning the brand as relevant as it cultivates global exposure. The type of creative that prevails in a global pandemic!