The name coronavirus makes many people afraid. The outbreak of a pandemic has shaken the whole world. Everyone, every field, every industry is seriously affected.
Travel, aviation, and retail are considered the industries hardest hit by Covid-19. Even in the past year, many companies have gone bankrupt and cut staff to save costs.
However, there is one brand that has suffered the damage of the pandemic early on. The reason is that this brand has a special connection with this virus.
It’s a famous beer brand called Corona. Corona beer has had a negative impact since the beginning of 2020. This is also the time when the coronavirus began to spread around the world.
According to a survey conducted in February 2020, about 38% of Americans said that they would not buy the products of this brand because its name is quite similar to the word “coronavirus”. Not only that, the number of searches for the phrase “coronavirus beer” even spiked.
Despite the difficulties, Corona still generates incredible sales. In the UK alone, beer sales have increased by 40%. At the same time, Corona beer also became one of the fastest-growing alcoholic products.
By the end of 2020, the company’s beer sales were up 17% worldwide. Even the company has defeated many competitors in the world and proudly stepped up to the top position in the list of 50 Brand Finances Beer 2020. Corona Beer has tried very hard. By increasing sales and creating positive impacts, the company turned the tide.
Everyone thinks that the brand name is the death blow of the company when the pandemic breaks out. But not everything that happens with Corona beer is quite the opposite of what many people speculate.
So how can this company overcome this difficulty?
Brand promotion management
According to MSA IP, there are three ways that businesses often use to deal with the problem of negative propaganda, which are:
1. Change the brand name.
2. Face the problem directly.
3. Be quiet and wait until the storm passes.
There was also a company that faced a similar situation to Corona before. It was the Carlay Company, a company that made a diet candy called Ayds in the 30s to 80s. The company situation got worse after the disease called AIDS appeared. And unfortunately, the name of this diet candy is synonymous with the word AIDS.
Right from the first days of launch, sales of this candy have increased rapidly. Even the company’s CEO said: “The product is 45 years old. So there is no way we will have to change the brand name of the product.”
However, they did not expect that the situation was much worse than they thought. Later, they were forced to change the name of this candy to “Diet Ayds”. However, despite the name change, this candy was still forced to stop production.
What did Corona do?
If you change the brand of your product, it’s like you’re pouring a whole “bottle of bleach” into your brand. Therefore, renaming products is a method that has a “too strong” effect for businesses.
Unlike Dove and Patagonia, Corona beer does not choose to directly confront issues related to humanity and tradition. That’s why Corona decided to do nothing. And that’s the best it can do at the moment.
Although at the beginning of 2020, their beer advertising is no different than before, this proves they are still sticking to their marketing strategy. They want to show everyone that Corona beer is still Corona beer. And here nothing has changed. Corona beer is still a great drink for those who like to sip a beer at the beach and also for sports enthusiasts.
In addition, the company even signed hit rapper Snoop Dogg to promote an advertising campaign called “La Vida Más Fina” (Life is Beautiful). This campaign mainly focuses on conveying the good things in life along with cheerful images at the beach.
Corona Beer has tried its best to turn a disadvantage into an advantage. The Covid-19 pandemic may have allowed Corona beer to promote and increase brand awareness. In other words, the coronavirus has advertised Corona beer for free. Of course, they will never openly admit this because it can cause fierce controversy. Instead, they will continue to advertise as usual and quietly wait for the storm to pass.
In a way, they realized that when they did nothing, they kept their brand. Plus they’re still resilient and don’t cause any potential problems or backlash.
How Corona beer keeps its brand?
For marketing activities, especially advertising, the company often focuses on elements that bring a cool and refreshing feeling to viewers. If you take a look at the latest advertisement for Corona beer, you will find that it is a light commercial and has a very pleasant feeling.
Therefore, Corona beer just needs to continue to pursue this image, surely gradually in everyone’s eyes, the image of Corona beer will be much more beautiful.
In addition to important statements, the company also expressed sympathy for those who were unfortunately infected with the virus. At the same time, they also confirmed that there is no connection between Corona beer and the other virus.
Fiona Florence, executive director of JDO (Brand Design Agency JDO) once said:
“The simple truth is that when most people think of Corona beer, they have a mental image, not of today’s coronavirus with its crown shaped spikes, but of drinking an ice-cold amber beer from a distinctive clear bottle with blue and white branding. They see the calligraphy font of Corona’s brand marque and of course the emblematic golden crown (‘crown’ is ‘corona’ in Spanish). Even the ritual of squeezing a wedge of lime into the bottle’s iconic long neck is legendary and reinforces our emotional connection.”
Corona beer has shown the world what an excellent brand marketing strategy is. Sometimes something as simple as doing nothing and sticking to the original plan can save your company from disaster and bankruptcy.
Corona beer has shown us how important it is to manage promotional issues at a sensitive time. It’s a great lesson they rarely learn in school.