How Brands Are Advertising During the Pandemic | WSJ

Brands are advertising during the pandemic in a variety of ways. Some are using the crisis to build awareness and goodwill, while others are taking a more aggressive approach.

Some brands are using the pandemic to build awareness and goodwill. For example, Nike has been running ads with the tagline “We are all in this together.” The company has also pledged to donate $5 million to help support relief and recovery efforts.

Other brands are taking a more aggressive approach. For example, Budweiser is running ads that say “the world is coming to an end. Drink beer.” The company is also giving away free beer to people in the U.S. and Canada.

So far, the aggressive approach seems to be working better. Budweiser’s market share has increased in both the U.S. and Canada, while Nike’s market share has decreased.

It will be interesting to see how brands continue to advertise during the pandemic. Some brands may switch to a more aggressive approach, while others may continue to focus on building goodwill.