Prepared for Lars L. | Delivered May 6, 2020
Water and Soft Drink Company Case studies: COVID-19
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To provide case studies of major soft drink and water companies, showing strategies that they have adopted in response to the COVID-19 pandemic. The areas of focus are Germany, Italy, and the UK.
In March 2020, Coca-Cola
suspended its marketing
activity due to the economic changes that have been brought about by the COVID-19 pandemic. This is a strategy that is aimed at helping the company weather the current economic downturn.
Coca-Cola is a
of the Premier League, the 2020 Tokyo Olympic Games, and Euro 2020, which have all been canceled or postponed.
The world's leading soft drinks company said that it would
keep reviewing the situation
to determine when it is best to resume marketing spending.
A spokesperson for the brand said:
In light of the serious situation everyone is facing with regard to
, we don’t believe it would be appropriate, or consistent with the current challenges and uncertainty for our consumers, to continue with the planned marketing of our brands in Great Britain at this time. "
The company is looking to
adjust its efforts
so that it can make a difference on the customers, communities, and consumers moving forward.
No results of the suspension have been recorded so far, but it is expected that marketing agencies that Coca-Cola works with in the UK such as
McCann, Ogilvy, and Grey London
will be hugely affected since the brand is a key client.