Advertising Increases During COVID-19 (2)
Five examples of companies that have increased their advertising or continued advertising during the COVID-19 pandemic are General Mills, Domino's Pizza, Clorox, Nike, and Postmates.
- According to AdAge, General Mills has boosted its marketing spend during COVID-19.
- General Mills makes manufactures many products like Cheerios, Old El Paso taco shells, and other shelf-stable food items that are "suited for at-home meals" during quarantine.
- One reason General Mills Chairman and CEO Jeff Harmening believes the company needs to advertise during the crisis is because "people look for things they know in times like these [and] our brands tend to do fairly well because it offers comfort."
- Additionally, General Mills wants to help consumers maintain a sense of normalcy in a time that is anything but normal.
- Channels through which General Mills is currently advertising include television and social media.
- Some of its social media ads tout the company's commitment to helping during the crisis, including "committing $5 million in charitable gifts to ensure food access worldwide."
- Examples of General Mills' social media marketing can be found here.
- Domino's Pizza has initiated a campaign to "help feed those most affected by the coronavirus pandemic."
- Its campaign is called "Feed the Need" and Domino's will be giving away 10 million slices of pizza to "hospitals and medical centers, schoolkids and their families, health departments, grocery store workers, and others in need."
- The reason Domino's is advertising during the COVID-19 crisis is due to the fact that its main business is delivery and its business will likely receive a boost from restaurants having to close.
- Additionally, Russell Weiner, Domino’s chief operating officer and president of the Americas stated that Domino's has a "long history of feeding people during times of crisis and uncertainty," and it wants to continue those efforts to "make a difference in thousands of local neighborhoods."
- Domino's is using social media and press releases to advertise this effort.
- The pizza delivery company is also advertising its contactless delivery and its sanitary procedures on social media.
- Examples of Domino's advertising can be found here.
- Clorox has increased its advertising during the COVID-19 pandemic because it is a cleaning product and will likely see a boost in product sales.
- On February 24, Clorox launched a new digital ad that included text that emphasized its Clorox Wipes are effective at killing 99.9% of viruses and bacteria.
- According to Numerator, disinfectants like Clorox have increased their ad spend for television, mobile, digital, and online display.
- On social media, Clorox is sharing tips on how to use Clorox products to make a disinfectant, how to prevent the spread of COVID-19, and science experiments that parents can set up for their kids during homeschooling.
- Examples of Clorox's advertisements can be found here.
- Nike continued to advertise during the COVID-19 pandemic and initiated an entirely new campaign asking people to play inside to comply with social distancing recommendations.
- The ad, which appeared on social media, used the hashtags #playinside and #playfortheworld. Nike's post stated, "Now more than ever, we are one team."
- The text of the ad was "If you ever dreamed of playing for millions around the world, now is your chance. Play inside, play for the world." The text was followed by Nike's swoosh logo.
- Additionally, the advertisement was re-posted by "Nike's brand ambassadors including Cristiano Ronaldo, Michael Jordan, and LeBron James."
- Nike also created a 60-second television ad with the same theme that features people working out in various rooms of their homes. It states that while they may not be playing for packed stadiums or for their countries yet, they are playing for the world.
- The reason Nike continued advertising during the crisis is to "echo or amplify their message." These ads are in line with Nike's values, so the brand took the opportunity to continue to highlight its brand message, which is that everyone can be heroes.
- Examples of Nike's advertisements can be found here.
- Food delivery company Postmates, launched a new advertisement campaign called #OrderLocal, "which features a number of celebrities praising their favorite local restaurants."
- Postmates has seen its business increase dramatically as restaurants have closed or gone to takeout and delivery services only during the COVID-19 pandemic.
- One reason it created a new campaign is because, according to CMO Eric Edge, "Postmates is, and always has been, local first and we wanted to call attention to the hundreds of thousands of small businesses on our platform."
- The company asked celebrities in Los Angeles to "highlight some of their favorite restaurants and encourage others to order from their own favorites, helping remind people to support local businesses during these challenging times."
- Celebrities included in the campaign are Mario Lopez, Jamie Lynn Sigler, Meghan Trainor, Cody Bellinger, Tiffany Haddish, Bella Thorne, and Mindy Kaling.
- Screenshots from Postmates' #OrderLocal campaign can be found here.
Very little information was available on brands that had increased their advertising during the COVID-19 pandemic. Although we found a few examples that expressly stated they had increased their efforts, including General Mills and Clorox, most brands were highlighted because they continued advertising during the crisis. Therefore, we assumed that if a brand continued advertising with specific COVID-19-related ads during the crisis that they were increasing their spend because they would not have created these ads if the virus did not exist.