Marketing in the COVID-19 crisis

This article is part of a special WARC Snapshot focused on enabling brand marketers to re-strategise amid the unprecedented disruption caused by the novel coronavirus outbreak.

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Why it matters

Brands have difficult choices to make in the face of COVID-19, not least balancing their short-term needs with long-term brand building. Finding the right balance between meeting immediate requirements while being ready for the recovery is essential.


  • There will be pressure to reduce prices, but marketers need to be sure they do not undermine hard won equity through offering discounts.
  • If marketers can rely on evergreen products, rather than a constant stream of new offerings, to drive revenue, it will help them avoiding having to quickly move through inventory.
  • Health and wellness is a category with considerable long-term potential, meaning that the future is bright beyond the short-term disruption of COVID-19.