CVS, Olive Garden and Sam’s Club coronavirus ads rank high in likeability

Brands are moving quickly to adjust their marketing in response to the pandemic, and Ace Metrix suggests that certain types of messaging resonate with consumers. Ads that discuss the coronavirus are perceived as more relevant and likeable, signaling that, though news of the pandemic is omnipresent, many people want to discuss it and see how businesses are adjusting to fit new needs and mindsets.

The report also indicates that brands looking to address the pandemic must do so in a way that is specific and highlights how they’re supporting customers, employees and the community in response to the crisis. While brands don’t need to mention the COVID-19 illness by name, the report found that vague references such as “these times” underperformed 7% for attention and 6% for likeability. ​

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