How Brands are Adapting to Combat COVID-19

The ongoing coronavirus pandemic and social distancing precautions are disrupting the fundamental business models of many companies. Shoppers are staying home, diners are cooking in their own kitchens, and many people are figuring out how to work and collaborate remotely.

Amid this uncertainty, brands are rethinking their offering. They’re coming up with ways to combat COVID-19 and generate some positive media buzz.

Distilleries Do Their Part

Distilleries and breweries are making hand sanitizer, which has been notoriously difficult to come by since the start of the outbreak. Giants like Anheuser-Busch and even local distillers like New Liberty Distillery here in Philadelphia are selling or donating sanitizer to the public or healthcare organizations.

Others are contributing to medical supply shortages as well. Companies like Under Armor and Ikea have pivoted to manufacturing masks and other personal protective equipment.

Creating Goods News in a Crisis

These efforts have demonstrated real innovation and agility in adapting company processes and putting their people to work in this tumultuous time. Like automakers building tanks and planes during World War II, it’s the kind of undertaking that gets remembered for generations. 

It’s also a great media opportunity. Journalists are eager for any kind of positive story connected to coronavirus right now. These brands are creating some feel-good news and earning some positive awareness in return. Local distilleries are taking the chance to promote sales options like online ordering and no-contact curbside pickup, and bigger companies are building positive brand sentiment.