Brands Leading with Positivity in China

3 minute read

By Jonathan Smith, CEO & Founder

As brands globally look to understand the “new normal” brought about by the Covid19 virus, we take a bitesize look at how brands in China adapted their messaging during the crisis.

Below are a few brands that have adapted their messaging in China so that it still reflects their core brand identity, while acknowledging the impact Covid-19 is having on consumers. This balance is critical as brands craft messages that are consistent yet still sensitive.

 

李宁 LiNing: China’s leading home-grown sports brand.

“Waiting for you…” A simple but powerful reflection on the target audience’s motivation for sports: striving, hard work and camaraderie will all return.

 

网易严选 Wangi Yanxuan: Netease’s eCommerce platform

Netease replaced their intended large-scale OOH advertising with a clear and simple message of solidarity – asking people to stay at home and “wait for spring to arrive”. The move was widely praised online for its anti-consumerist nature at a time of hardship for the nation.

 

McDonald’s China

McDonald’s China quickly adapted imagery to be in line with consumers everyday reality – the wearing of masks. Here they lead with a message focused on the positives of lockdown, namely being together and making memories as a family.

 

LeLeCha乐乐茶: Makers of premium tea with soul

LeLeCha乐乐茶 staff adapted their logo cups to express messages of solidarity and fortitude in the fight against Covid-19

Get in touch with us to find out how savvy strategic planning, campaign management and in-market support can help you make the most of the enhanced China opportunity.