The outbreak of the coronavirus crisis at a more global level in March 2020 was, as it did not stop repeating then, a historic milestone. The ramifications and consequences of the COVID pandemic have been felt in many, many areas.Taking stock of the anniversary of the beginning of the crisis seems mandatory to understand what has changed and how it will influence the future. From the outset, the crisis has changed the context in which brands and consumers operate. Furthermore, it has also affected many specific areas in a more Iceland Email Address specific way.One of the areas where companies had to change things was in advertising. The campaigns had to readjust to the reality in which consumers moved.The stages of pandemic advertising The advertisements kept changing as the early stages of the disease did. Pandemic advertising became a genre unto itself, with its own clichés and motives.The first stage: advertising or not vs early adoptersAt first, the marketing and advertising managers of the companies found themselves the same as the citizens themselves. They were somewhat lost. Everything had been sudden and very serious. The big debate was whether or not to advertise, so much so that that was the time when morning TV shows had never-before-seen audiences and they did so with few ad breaks.Studies would end up pointing out that consumers wanted advertising and saw it well, but the action of early adopters showed that pandemic advertising was efficient.
The first ads were upbeat, supportive, and insisted on the stay-home message.Then they gave way to advertisements that bet on the heroic message of the work of essential professionals, the tribute to health workers and the promises of what we would do when it was all over (on this point, no one expected to continue a year later in the same).The second stage: the golden moment of pandemic advertising For companies that ran pandemic advertising in the spring, past the first stupid weeks, and created exciting campaigns, the ads did very well. Consumers valued them in a very positive way and the return was very high.The campaigns of the second stage, when it was no longer just the early adopters but practically all the big brands, were dominated by emotions . The ‘ad that makes you cry’ may have been out of fashion for years, but in the second phase of pandemic advertising they appealed directly to the emotional. They wanted to move the consumer and tear his tear.
It has a lot of logic. Emotions were on the surface during the months of confinement (and continue to be so now, when the impact of the crisis on the mental health of citizens is evident. 35.1% of Spaniards, according to CIS data, have recognized who has cried this year because of the situation).The third stage: publicizing the new normalAt the beginning of summer (or, rather, in the last weeks of spring), the so-called new normal began. It seemed like the end of the cycle and the beginning of the end. The new normal implied the beginning of the road to normality. We already know that it was not like that and that the coronavirus was far from disappearing, but in advertising terms this implied a change in the trend in advertisements. From excitement, he turned to optimism and trying to get consumers back to the point of sale.The first Coca-Cola campaign , which had canceled advertising spending during the first months of the pandemic, was about that, about the happiness of being with the family again. In general, empty streets and stay-at-home messages disappeared from the ads .
Ads had to be positive and vital. Even the summer advertising and all its summer clichés returned .The publicity that followed the summer fiasco After the summer and although the new normal had its peculiarities, it was clear that the disease had not disappeared. Counting of new waves of cases began, although that did not lead to a revival of pandemic publicity.The coronavirus remains in institutional advertising, but without dramas By the time of autumn, consumers were already showing signs of pandemic exhaustion and were already fatigued by the presence of the disease in their day-to-day lives. This also affected advertising and brands began to reduce the presence of covid in their messages to what was necessary.