Hyderabad: Beverage giant Coca Cola is promoting separation. Global automobile maker Audi has its brand identity dis-joined. The iconic McDonalds logo is separated. And an awareness campaign in a popular spanish magazine depicts how a football club has tasted most of its successes in ‘Home’ matches, rather than the ‘Away’ ones.
Welcome to the new world order where separation and distancing are the key words with the deadly COVID-19 virus affecting millions and wreaking havoc.
As major economies across continents are facing an uncertain future due to the negative impact of the virus on many sectors, because of multiple restrictions and quarantine protocols, many global brands are now adopting innovative ways to make people aware about two words - Social Distancing.
The McDonalds’ case
McDonalds, world’s largest chain of fast-food restaurants, was among the first to initiate a campaign by tweaking their logo amid the coronavirus outbreak to spread awareness on Social Distancing. For the first time in 52 years, the golden arches logo resembling an M from McDonalds were separated by the McDonalds’ Brazil officials on the restaurant chain’s Twitter page with a message “Separados por um momento para estarmos sempre juntos.” This loosely translates to “Separated for a moment to always be Together.”
The initiative has earned McDonalds a mixed response from the Twitterati, but has given the brand’s image huge popularity. Most importantly, the issue of Social Distancing kept on trending among the digital users.
Coca-Cola wants you to stay apart
CPG giant Coke has taken to outdoor publicity to put that extra thrust on Social Distancing in the times of Coronavirus. In the iconic Times Square, New York billboard, the beverage company has not only come up with a message: Staying apart is the best way to stay united, but has also tweaked with its logo by increasing the space between every letter spelling Coca-Cola. Their simple message to the people of New York was to stay indoors.
Nike’s new advt campaign: Play inside, play for the world
Nike has temporarily shutdown its stores in select countries from March 15 to 27, in an effort to contain the Coronavirus spread. Sports star Michael Jordan has also shared Nike’s message on his Twitter handle to promote Social Distancing as well as encouraging people to stay indoors.
Audi’s circles keep their distance
Promoting Social Distancing amid the Coronavirus outbreak, automakers like Audi have revised their brand logo. In a short video, the entwined four signature rings of Audi gradually get separated alongside a message, which also changes from “Keep Distance” to “ Stay Together” as the circles go apart. The tweaked logo has also been shared on Audi’s official Twitter handle and website.
Jeep urges everyone to stay indoors and stay safe
Auto giant Jeep has shared a message to stop people from coming out of their homes, on their Jeep India Twitter page, which reads “To uphold the highest standards of safety we are taking a Pause for a greater Cause. One step back for man, one giant leap towards the health of mankind. The #JeepLife will return, mightier than ever. Stay indoors, stay safe.” Social Distancing and Lockdown are the two mantras for Jeep India.
It's Easier to Win at Home: Libero
COVID-19 is playing a deadly dance of death across Spain, making it the second most vulnerable country in Europe after Italy where the virus is playing havoc.
The Spanish professional football industry has also been badly hit by Coronavirus. In the 2016-17 fiscal, total turnover generated in this industry was over €15.69 billion, which equates to 1.37% of Spain's GDP. Not only the football industry, Spanish professional football league LaLiga generates additional revenue in other sectors such as catering, accommodation, bars and domestic tourism to the tune of almost €4 billion.
Spain’s flagship sports magazine Libero has already launched a series of campaigns aimed at creating awareness among masses about Social Distancing to contain the spread of COVID-19. The campaign uses home and away football match statistics to make people realise how important it is for them to stay at home. It has also focused on football stars like Lionel Messi, who plays in the Spanish Football League to buttress the point.
Indian media and Social Distancing
The Indian media also knows that the fight is a long one. In its constant effort to raise awareness among its viewers, readers and listeners, the country’s media is doing its part. Tweaking their logos, some of them have tried to drive in the message with a touch of innovation.
A print advertisement carried by The Hindu newspaper used extended spaces to deliver their message on social distancing which reads “ It’s practically this easy to stop the virus spreading.”
Bangla language daily Sangbad Pratidin have already tried to send out a message by tweaking their logo and have urged readers to maintain social distancing and to stay home.
The efforts are at home and abroad with one simple hope, to successfully curb the spread of COVID-19 and to break its chain.
