Marketing in times of crisis

Times of crisis always present an opportunity for companies to produce a memorable brand awareness campaign. But it’s a tricky balance between being memorable and being tone deaf. That's exactly what happened to McDonald’s during the COVID-19 pandemic. Last week, McDonald’s photoshopped their logo to show their famous arches separated in order to promote social distancing. Unfortunately this drew backlash as some saw it as a disingenuous move to win industry awards. One commented “How about pay your workers a living wage! I went thru the drive thru yesterday and it was crazy busy. Also fix your Dr. Pepper! It tastes nothing like Dr. Pepper. I bet it’s Dr. Brown’s or some bottom shelf nonsense!” while another said “FUCK RIGHT OFF YOU AWARD-DESPERATE MORONS.” While seeing an opportunity in times of crisis can be strategic, it needs to be done as part of a comprehensive plan. McDonald’s should have included communications on how they are protecting their workers and customers with the logo taking a supporting role rather than center stage. But time on the internet can move quickly and if McDonald’s can pivot their customers may still get on board.