Firms used three main strategies related to COVID-19. Some emphasized the supply chain and its role in helping get essential goods and equipment to the right places. “This kind of marketing defined COVID as a crisis of logistics—a problem for which corporate managers could argue they have the most specialist expertise,” according to the article.

A second approach was for firms to focus on their donations. They highlighted their willingness to “swoop in as heroes by freeing some (cash) up quickly.”

Finally, others positioned their products as a way to help consumers cope with the pandemic by providing fun or luxury. “These adverts made the case that personal consumption—shopping from your lockdown—could be a form of humanitarian heroism, with you as the grateful recipient, or a way of taking care of yourself,” according to the article.

Many of these ads seemed out of touch with the real problems facing consumers. Others even provoked backlash and mockery. At the same time, even firms that took the pandemic seriously faced challenges.

“The risks then, of attaching a social issue to an advertising campaign, are considerable—for the company, the consumer, and the cause itself,” according to the article. “Our research suggests that not every time is the right time for advertising. We should beware of brands bearing gifts.”

Read the full article from The Conversation.