Brands told to tone it down and stop ‘COVID-vertising’

Brands which are attempting to be hyper-relevant and tailor their messages to the COVID-19 pandemic should instead go back to basics and target consumers with what they actually stand for.

This was the view of a panel at Nine’s Big Ideas Store, which explored the challenges marketers will have to confront during the uncertain Christmas advertising period.

“There’s been this trend recently, this kind of COVID-vertising style. And I think that while that feels like it’s the right thing to do, because it’s highly relevant in that kind of moment, I think that brands are forgetting what they stand for and what makes them different,” Tourism Australia’s executive general manager of strategy and research, Rob Dougan, said.

https://www.youtube.com/watch?v=vM3J9jDoaTA&t