I wanted to raise a glass, maybe a mug is a better analogy, to Anheuser-Busch’s Budweiser for making the right decision about diverting a portion of the funds it would historically spend on Super Bowl advertising, and instead plowing those dollars into raising awareness on COVID-19 vaccination. They join venerable brands like Coca-Cola, Pepsi and Hyundai who made the decision to pass on the Super Bowl spend earlier in the week. This is corporate social responsibility at its finest!
We always counsel and work with our clients to regularly sort through all their communications, philanthropic and advertising programs to make sure the messages are relevant, precise and strike the right tone, given the world around us. We are living in unprecedented times where volume and tone of all communications programs are extraordinarily important. Now is not the time for kitschy messages and over-the-top expenditures.
Putting at least a portion of a company’s advertising and communications spending right now into helping society in anyway a company can is the right thing to do.