I could argue that Coca-Cola, that over-sweetened, carbonated water that spends gazillions of money in advertising globally and is a dominant cause of obesity (along with other junk, fast-food brands), but I fully understand if you want to counter-argue that it is an ‘essential’ commodity in many countries where it has entrenched itself as an alternative to drinking water.
But this is not about Coca-Cola, the product – that’s a longer, different topic altogether.
What is Coca-Cola doing during this pandemic and the lockdown?
Interestingly, and commendably, they have paused their regular programming! But they also realize that they have the attention of people. A lot of people: that’s 106,747,043 on Facebook, 2.7 million on Instagram and 3.3 million on Twitter if I take only the global handles only on those 3 platforms.
So, they put those numbers to great use and turn themselves into a media platform for other handles that need that kind of voice and reach!
Result?
Take a look at it yourself!
This is a great tip for your brand too. If your brand is a ‘want’ and not a ‘need’ at this point, consider pausing your regular programming and find other, smaller handles and causes that you can amplify using your brand’s handles and be their voice.