Finding the right tone of voice during the coronavirus crisis

Brands are searching for the right way to connect with locked-down audiences.

Why it matters

Consumers don’t want their time wasted by brands which have nothing useful to say during the pandemic. After greenwashing, coronawashing may be a genuine reputation threat.

Takeaways

  • Depending on category, it may actually be better for your brand to say nothing at all about the coronavirus.
  • The use of influencers to create assets is an option that can be explored.
  • Looking after your own staff and those of suppliers (and telling people about it) sends a more important message than another ‘we’re here for you’ email to consumers.

In March, a new Guinness ad went viral. Replacing the...

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Insights Team
Bray Leino

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