24 Apr Brands Find a Voice
Burger King – Home of the Whopper has adapted it’s slogan to become Burger King – Stay Home. A big message, simply executed from a superbrand responding to the crisis and putting people’s safety first. And for burger junkies suffering withdrawal? BK is also sending out recipes so that the meat-fix can be enjoyed in the safety of home. Nicely done.
Consumers want and need to see brands responding to the crisis – more than ever, brands need to find their voice.
Lego has recently launched a stop-motion campaign film that features a Lego news reporter standing outside a Lego Westminster Abbey. The message? ‘Adopt the superpowers of staying home, protecting our NHS and saving lives’. Powerful and engaging it nails the ‘playful/serious’ TOV reinforcing today’s most important message effortlessly. It’s Lego talking and we listen.
Persil has also popped their head above the parapet with a piece of comms that speaks directly to the consumer: “For years we’ve encouraged you to get dirty outdoors now we thank you for playing indoors”. Simple, sensible, heartfelt.
And today, Magnum, the hugely popular Unilever brand is launching their ‘DIY make my Magnum’ kits that will enable customers to customise their ice-creams in the safety of home. Inspired by the brilliantly inventive Magnum Pleasure Store – an award-winning annual pop up – the DIY kits are free and available from today. A clever response from Magnum and an effective way for the brand to remain at the heart of the family – so important in today’s lockdown climate.
Brands are stepping up in response to the crisis and they need to continue to do so. They have the platform, they have the audience and many are proving that they also have a voice that we, the consumer, want to listen to.