Brand marketing through Coronavirus: changes in advertising mediums, shopper behaviour and how to stand out from the crowd
The pandemic has reshaped advertising across the UK’s entire media mix, particularly Out of Home.
Every sector has been affected differently. One of the most resilient throughout this unfortunate event has been the drinks industry. With alcohol in particular, IAS reported a striking 25% rise in alcohol consumption from March to June 2020.
Despite all the Covid-related havoc, soft drinks, non alcoholic alternatives and alcohol categories are in rude health. Consumers are becoming more conscious of their weekly alcohol intake - it has risen during the pandemic - and that’s why we’re seeing a sudden surge of innovators in this sector.
This change in the shopper’s attitude is an opportunity for brands in the drinks and beverages sector.
Nimble startups have spotted opportunities for growth and turned that into a competitive advantage. Larger FMCG manufacturers are launching non-alcoholic product lines to counter this. Modern Retail explains that Seedlip, Ritual Zero Proof and Curious Elixirs have all experienced exponential growth in recent months, as health-conscious consumers sought alternative healthier products .
As the new year approaches, big brands are already executing on their ‘’Dry January’’ campaigns and smaller alternatives are knee deep in planning. The challenge this year is how to stand out from the crowds of advertisers when consumers have less disposable income.
Traditional Out of Home advertising is a necessity in the modern media mix, however difficult to measure its effectiveness accurately. Fortunately, Adverttu has tools to help solve this challenge.
Adverttu’s on-car advertising solutions enable brands to measure, track and attribute conversions from out of home activity. Cars wrapped in eye-catchy designs are guaranteed to turn heads on the streets. Our digital offering extends campaigns onto devices of those who are passed by a car.
Wherever a thirsty consumer is, Adverttu is there.
As consumers try to be healthier in January, brands could use this momentum and the upswing in non-alcoholic drinking to reinforce positive brand messaging that counters the consequences from higher levels of drinking at home happening within society.