Week 4:

Source: “Hershey, Coors pull ads to avoid coronavirus insensitivities”, Peter Adams, March 11, 2020, Marketing Dive, https://www.marketingdive.com/news/hershey-coors-pull-ads-to-avoid-coronavirus-insensitivities/573927/

The development is another signal that global outbreak of the deadly virus, which causes the illness COVID-19, might hinder marketers' plans to return to stronger brand-building this year. The reactions from Hershey and Coors are distinct in some ways. The former had to remove in-market ads with imagery of people engaging in direct physical contact, which can spread the virus. Marketers have been eager to capitalize on destination viewing events like the NCAA college basketball tournament or the Summer Olympics in Tokyo as part of their brand-building pushes.

Hershey and Coors could set a precedent for other brands looking to steer clear of backlash from consumers who have rising concerns about the virus. Both companies shifting to a product-focused approach suggests that marketers might opt to play it safe until the worst of the outbreak has passed.