In recent weeks we’ve seen brands pivot their marketing and advertising efforts to address the ongoing coronavirus pandemic. This past week I’ve come across two spots that I really like, because I think each addresses our current situation while staying true to their brand voice.

So what can marketers learn from these two spots when implementing their own creative?

Reevaluate Everything You Currently Have In Market.

Audiences are more sensitive now to certain imagery that we once took for granted, so it’s important that you first take stock of any creative you currently have in-market. Images of crowds, people hugging, doctors and nurses without PPE, eating at restaurants, etc. need to be critiqued more carefully. You definitely don’t want your brand to appear insensitive or tone deaf during a time like this. If you need to pull certain creative, pull it. If you can re-edit, then re-edit.

Say Something.

Today’s consumers respect and appreciate brands that are socially-conscious. So staying silent right now isn’t the best way to go. You have to acknowledge the situation and distribute messages of sympathy, solidarity, togetherness, etc. Whatever message you choose, it’s important to remember that you must…

Stay On Brand.

What I love about the two spots above is that they stay true to who they are as a brand. Yes, each addresses a very specific moment in time, but you can’t say the Budweiser spot isn’t a Budweiser spot. It still feels like a Budweiser ad. The same is true for Freshpet. So, whatever your marketing message is, make sure that it still captures the essence of who you are and stays true to your values.

Don’t Sell.

You need to be very careful that your creative doesn’t come across as opportunistic. Anything that feels self-serving will turn audiences away very quickly. If your brand is fashion, don’t run ads offering discounts on business casual attire with a headline like, “Look great, even while working from home!” Rather, use this time to let your audiences know how you’re helping at a time like this. Have you pivoted to provide masks, protective clothing, etc. to first responders and healthcare workers? Talk about that in your marketing efforts. Show that you understand. Demonstrate that you care.

Stay In The Present.

Don’t say things like, “It will all be okay.” For those who have lost jobs or loved ones, things are not okay. Yes, people want to be comforted, but be honest and realistic. To do that, your marketing needs to stay in the moment. Respond to what’s happening now, not what we hope for in the future.

What other advice would you give marketers during this time? Leave your thoughts in the Comments section below.