Why it matters
Brands that deliver a moment of escape and light relief during the COVID-19 pandemic could stand to benefit in the short term and long term. Their messaging, however, needs to be appropriate and strike the right note.
Takeaways
- Consumers usually turn to trusted brands at moments of crisis, so focusing on these characteristics may benefit marketers.
- Finding ways to innovate during a crisis – such as introducing new pack sizes or options that enable more convenient storage – is a valuable opportunity.
- Giving back – such as through efforts to help first responders and members of a...