Charting a way forward

So far in 2020, we’ve faced a pandemic, met public unrest, and are now grappling with an economic storm – all on a global scale – and the year isn’t done with us yet. Here’s how we’re dealing with it.

The speed and scale of COVID-19 caught us all by surprise. But there’s not much use talking about how unprecedented the situation is – or using phrases like ‘now more than ever.’

It is time to chart a way forward.

That is easier said than done. Marketing today is in a very fluid state; things are changing more quickly over three months than they typically would in three years.

 But whatever shape the curve is, we need to adapt.

For marketers, that means striking the right tone and providing the right content in the right moment. Of course, in this current climate, what is ‘right’ boils down to how people are feeling ‘right now.’

This makes sense. It’s been difficult for anyone to know what they’ll be doing next week, let alone next month. And, for every bit of tumult this year, the public reaction has been confusing – kaleidoscopic, even. It’s hard to know how people are really feeling. 

To follow the rapid fluctuations in consumer sentiment, we’ve been running daily and weekly human signals pulse surveys since the COVID-19 pandemic began. Now, we would not normally invest in collecting data so frequently, but the pace of change demanded we find a new way to put our ear to the ground.

More recently, as the #BlackLivesMatter movement arose around the world, this strategy has proven useful. This worthy cause obligates all of us, even if we aren’t directly impacted by injustice or oppression – and that includes brands.

So far in 2020, we’ve faced a pandemic, met public unrest, and are now grappling with an economic storm – all on a global scale – and the year isn’t done with us yet.

But the way we are dealing with it is pretty simple: listening. By doing that, we’ve learned a lot. And now we’re putting these insights into action.

Here’s how.

The role of brands today

Right now, consumers want brands to help them relieve the monotony of life in lockdown. A lot of marketers have interpreted this to mean ‘escapist content.’ And to some extent, that’s true.

Consumers are hungry for activities they can do from home. For example, a lot of us are making pizzas from scratch instead of heating up a frozen one. We’re also seeing an increasing number of people taking the time to master their favourite cocktail – because crafting the perfect Negroni demands more consideration than cracking open a beer.

To adapt to these new consumer preferences, we've been doing a lot of live-stream mixology like Cupboard Cocktails with BACARDí Rum. BOMBAY SAPPHIRE has pivoted from their #StirCreativity platform, to Create From Home, partnering with some of the world's foremost creative platforms, such as Saatchi Art and Skillshare, to provide inspirational resources and free courses.

The response so far has been overwhelming, and although we can’t be sure how durable all these emerging trends will be, we do expect some changes to last.

There are two things happening. One is that new behaviours are emerging in response to events. And secondly, at the same time, trends that had taken root before the crisis have been amplified by these experiences.

For example, health and wellness have been trending for some time. Now, self-care has accelerated exponentially. For us this means the acceleration of no-alcohol and lower-alcohol cocktails. Or for some consumers who choose to drink less frequently, they are choosing to drink better drinks and are trading-up to higher quality drinks experiences.

Sustainability is another amplified trend, and we have used this lock-down period to accelerate our efforts in building an environmentally and socially sustainable supply chain.

Serving the community through culture

Brands are a part of the communities they serve, connected through culture; brands help shape culture through the images they share and what they choose to represent.

With this in mind, since listening to our communities’ response to #BlackLivesMatter, we’ve taken action.

We first voiced our support on Black-out Tuesday, followed by a charitable donation to NAACP. GREY GOOSE then partnered with the local Atlanta and Chicago chapters of 100 Black Men to honour great fathers for Father’s Day.

Looking forward, we’ll continue our work with both up-and-coming and well-established black artists in the creative industries.  

A perfect example is the limited-edition bottle BOMBAY SAPPHIRE launched last week with artist Hebru Brantley. Our relationship with Hebru goes back to 2011, when Brantley was an up-and-coming artist in the BOMBAY SAPPHIRE Artisan Series, a nationwide search for the next big name in visual arts, with a focus on undiscovered voices. (A portion of the proceeds from Hebru Brantley’s limited-edition bottle will be donated to the Chicago chapter of Black Lives Matter.)

This is just a start. But it’s a promising one.

The frame is not the picture

The BACARDí rum brand endured both world wars, the Great Depression, Prohibition – and many other challenging periods throughout history. This moment isn’t business-as-usual, sure. But this isn’t our first encounter with difficult times.

That’s not to say I haven’t learned a fair bit about dealing with uncertainty.

Speaking generally, in terms of COVID, there's probably too much talk about the ‘new normal.’ There’s far too much emphasis on what's changing, and not nearly enough discussion about what's staying the same.

And quite a lot of brands have undergone a messaging metamorphosis to respond to the present situation. But these jerky revisions aren’t a good strategy because brands are a long-term proposition.

It is important that brands respond to changing the context with their own authentic voice and their own unique positioning. If you are not true to your brand, then you’re wasting money – and the attention of the consumer – on a message that no one believes.

Another thing I’ve learned is how to frame communications in a crisis.

During the outset of the COVID-19 pandemic, a lot of advertising centred around the disease – the virus was the whole picture. As the crisis has progressed however, COVID-19 has become the frame. Now, the picture is your brand. (Specifically, it’s whatever your brand is doing to try and help consumers.)

Advertisers should remember that COVID-19, Black Lives Matter and the economic situation are all the context in which you're marketing – not the subject. How your brand helps the individuals and communities it serves in reducing pain, driving progress, and bringing pleasure will define your brand in these uncertain times.

As we progress, I know we’ll be better than we were before. Each crisis presents brands with an opportunity to be defined by what they do. I’ll be grateful to the brands who helped me through the crisis, not just reminded me I was in one.