Water and Soft Drink Company Case studies: COVID-19
Delivered May 6, 2020. Contributor: Rose K.
To provide case studies of major soft drink and water companies, showing strategies that they have adopted in response to the COVID-19 pandemic. The areas of focus are Germany, Italy, and the UK.
In March 2020, Coca-Cola suspended its marketing activity due to the economic changes that have been brought about by the COVID-19 pandemic. This is a strategy that is aimed at helping the company weather the current economic downturn.
Coca-Cola is a major sponsor of the Premier League, the 2020 Tokyo Olympic Games, and Euro 2020, which have all been canceled or postponed.
The world's leading soft drinks company said that it would keep reviewing the situation to determine when it is best to resume marketing spending.
The company is looking to adjust its efforts so that it can make a difference on the customers, communities, and consumers moving forward.
No results of the suspension have been recorded so far, but it is expected that marketing agencies that Coca-Cola works with in the UK such as McCann, Ogilvy, and Grey London will be hugely affected since the brand is a key client.
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