This document outlines how various brands have reacted to the coronavirus pandemic in 6 sections: 1) Switching business models to produce medical supplies, 2) Delivering social distancing messages through advertising, 3) Offering free products and services, 4) Making donations to medical organizations, 5) Removing potentially harmful advertising campaigns, and 6) Adapting communications to recognize the current situation. Examples provided include car companies producing ventilators, fast food chains altering signs to promote spacing, media companies providing free content, and retailers changing ads to encourage safety and staying home.

1. How Brands React
To Coronavirus
March 2020

2. 1.
Switching The
Business Model
How Brands React To Coronavirus
2

3. 3
PHILIPS
Quadruples its
production of ventilators
and other medical
assistance equipment.
[source]

4. 4
JIDVEI
Romanian wine
company asked for
authorisation to use its
production line for
sanitary alcohol.

5. 5
BRAICONF
Romanian clothing
manufacturer switched
from shirts to producing
protective cloth masks.
[source]

6. 6
GIVENCHY, DIOR
Will produce hand
sanitizers.
[source]

7. 7
FORD, GM, TESLA
Will produce ventilation
systems for the intensive
care hospitals.
[source]

8. 2.
Delivering Social
Distance Messages
How Brands React To Coronavirus
8

9. 9
VODAFONE & ORANGE
In Romania, the main
mobile operators have
integrated educational
messages on mobile
devices.
[source]

10. 10
COCA-COLA
Is using its iconic
billboard in Times Square
to spread health advice
amid COVID-19.
[source]

11. 11
McDONALD’s
Golden arches
separation to send
social distancing
message.
[source]

12. 12
BURGER KING
The 'Home of the
Whopper' became 'Stay
Home'.
[source]

13. 3.
Free products or
services
How Brands React To Coronavirus
13

14. 14
VODAFONE RO
Offers free calls to
Romania from Italy,
Spain, France, UK.
[source]

15. 15
BITDEFENDER
Romanian IT company
offers free cyber security
solutions to all the
hospitals worldwide.
[source]

16. 16
AVON ROMANIA
Donated 1.7 tons of
hygiene products to the
hospitals.
[source]

17. 17
CRIS-TIM
Romanian producer
donates food to people
in quarantine.
[source]

18. 18
PORN HUB
Free subscriptions to
Italians in an effort to
keep people inside their
homes.
[source]

19. 19
KISS, MAGIC, ROCK FM
Romanian radio stations
provide broadcast
space for civic initiatives
related to Covid 19.
[source]

20. 20
NY PUBLIC LIBRARY
You can now download
over 300,000 books from
the NYPL for free.
[source]

21. 21
METROPOLITAN OPERA
Streams nightly
performances online for
free to counter
coronavirus shutdown.
[source]

22. 22
COURSERA
Online teaching platform
offers 3,800 free courses.
[source]

23. 4.
Donations
How Brands React To Coronavirus
23

24. 24
MASTERCARD RO
Donates 100.000 Euros to
the medical system.
[source]

25. 25
OMV PETROM
Donates 1 million Euros
for the Romanian Red
Cross Foundation.
[source]

26. 26
BRD
Donates 2 million RON
for the medical sector.
[source]

27. 27
BANCA TRANSILVANIA
Donates 300.000 Euros to
the medical system.
[source]

28. 5.
Remove potentially
harmful creative
How Brands React To Coronavirus
28

29. 29
KFC
Removes 'finger lickin'
ads in amid coronavirus
concerns.
[source]

30. 30
HERSHEY
Removes ads with hugs
and handshakes amid
coronavirus concerns.
[source]

31. 31
COORS LIGHT
Stops ‘Official Beer of
Working Remotely’ ad,
which was suggesting
that remote working is
not really working.
[source]

32. 32
SPIRIT AIRLINES
Mistakenly advised
customers that “it’s
never a better time to
fly”.
[source]

33. 6.
Adapting
communication
How Brands React To Coronavirus
33

34. 34
CEPTURA
Romanian wine
company has a new ad
promoting health
guidelines.
[source]

35. 35
KAUFLAND
New ad promoting
safety in store and
support for their
personnel.
[source]

36. 36
ORANGE
New ad promotes
staying connected from
home.
[source]

37. 37
GUINNESS
“We know that St.
Patrick’s Day feels
different this year.
But don’t worry, we will
march again.”
[source]

38. Thank you