Coca-Cola

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In February, Coca-Cola announced it was suspending its marketing spend, and focusing instead on empathy. It was no mere lip service, with Coke donating $120m to organisations to help support COVID relief efforts, providing front-line workers with drinks and donating ad space, including at London’s Piccadilly Lights, to charity partners. But as lockdown restrictions were relaxed, Coke did not revert to type. On the contrary, its “Open like never before” ad fronted by George the Poet asked: “Who says we have to go back to normal?”, urging consumers to “keep social distance from bad energy”.