The Controversies Behind Corporate Conglomerates Conquering COVID-19

In light of the current climate, corporate conglomerates such as McDonald's and Coca-Cola have redesigned their logos to interpret social distancing. However, with brands such as Givenchy and Christian Dior taking physical measures to protect the population, whose actions are having the most impact? According to Douglas Sellers- Creative Director for Siegel+Gale, promoting social distancing comes with a word of caution. Understanding the fine line between being inspirational and insensitive, brands bear the risk of (potentially) diminishing the severity of our situation, taking for granted the passion, and thought, going into helping, and educating individuals about this global pandemic.

A recent success story: Nike's social media campaign. Featuring star athletes: Lebron James and Tiger Woods, the advertisement recognises the client's feelings of defeat following the closure of several global stores and the cancellation of multiple sporting events. Aiming to inject a sense of hope and optimism into the viewer's hearts, Nike emphasizes the importance of unity and community, reiterating the idea that together, our efforts can have a transcendental effect. However, is this true?

From the perspective of Brian Braiker-Editor-In-Chief of Ad Age, social distancing adverts strike a sour note. Urging brands to take on a more hands-on approach, he commends companies like the Gap (GPS) and LVMH, who have committed to making masks for healthcare workers and manufacture hand sanitizers. Claiming brands to be responsible for providing "real and meaningful services", they are failing to take into consideration the long term perspective towards their ability to contribute and generate physical change.

So what's your opinion? Are conglomerates acting in a controversial or commending way? Have your say by commenting on your thoughts and ideas in the comments section below.

Stay Safe! IsabelBFxox

Blendtec- The $50 Viral Campaign

"Will it blend?" That is the question on everyone's minds...

Recognised as one of the most successful viral marketing campaigns of our time founder, Tom Dickson was fortunate enough to garner six million views on a stiff budget of $50. Showcasing how powerfully advanced his blenders are, this Youtube series has propelled a once minuscule appliance company into a household name. With sales up more than 700% since the launch campaign in 2006, it is evident that the answer to this series title is: Yes, it will Blend!

According to George Wright, Vice President of Marketing at BlendTec, the company suffered from a lack of brand awareness. Looking to transfer from operating in the Business-2-Business sector to Business-2- Consumer, the campaign represented a breakthrough in demographics, generating an incredible media outreach and PR buzz through third-party endorsements.

Aiming to complement the initial breadth of the campaign with new depths, Blendtec sought out influencers to create more relevant support to reach, and build credibility with prospective customers. These individuals were experts and thought leaders in one of the brand's three, different categories: fuel, nurture, and care.

Despite the companies, growth to contain digital, creative, and product marketing teams. One thing I genuinely appreciate with Blendtec is there ability to sustain long-term relationships with there brand ambassadors. Still unable to generate content to the scale of coverage needed , they rely on their brand ambassadors to engage with their audiences on a day to day basis, supporting ongoing relationships with influencers remains a priority.