Need to Know
25 : 03 : 20

US – Ford has decided to rethink its marketing campaign to reflect its response to the current global pandemic.

Having initially launched new advertisements at the beginning of 2020 to promote its vehicles, Ford’s new campaign describes how it is responding to the impact of Covid-19, including a scheme offering payment relief for some customers. The two ad spots, Built to Lend a Hand and Built for Right Now, act as a play on the tagline, Built Ford Proud – and signify a shift towards more civic efforts.

Drawing attention to Ford’s more than 100-year history, the advertisements refer to the brand’s previous philanthropic acts; having built planes during wartime and recently offered payment relief to consumers affected by natural disasters. Matt VanDyke, director of US marketing for Ford Motor Co, says: ‘It’s important to be reassuring right now and not trying to say to people 'Rush into your car dealership for a sales event’.

As society navigates uncertain territories, brands are stepping in and creating Civic Ads in place of traditional advertising.

Australia – A new exhibition at Hugo Michell Gallery in Australia is shedding light on existing views around packaging, and questioning the potential of waste products.

Designed by Adelaide-based industrial design duo Daniel Emma, the exhibition positions packaging as memorabilia and prompts new ways of thinking about often discarded objects. For example, a water bottle is re-invented in an oak, acrylic and aluminium structure, while a tennis ball is displayed with an adornment of sapphires.

Comprising 16 items – from a five dollar note pack to a resin envelope – the featured pieces also evoke a sense of nostalgia. The result is lighthearted and experimental, allowing viewers to question and reconsider the potential of everyday items, rather than acting as a way of challenging unsustainable practices. Reflecting on the exhibition, the duo says: ‘Packaging is quite often just a throwaway item. It is what is inside that is celebrated, which is such a shame!’

As brands continue to focus on eco-alternative packaging, they’re also taking the opportunity to upgrade their aesthetics and spark pleasure in everyday items. For more, read Refined Refillables.

Research by Nielsen has shown that zero- and low-alcohol beer sales have driven growth in the UK beer category as a whole. Without these sales, the market would be struggling to meet its targets. Despite only representing 1.6% of the total beer category, up from 1.3% in 2019, sales in the No-lo beer sector grew by £15.2m ($17.5m, €16.3m) in the year to January 2020.

This clear interest in sober-curious drinking by UK consumers is not limited to Dry January, with people also opting for non-alcoholic beers throughout the year as a way to mitigate the health concerns associated with alcohol consumption.

Although we’ve identified a number of drinks companies offering alternatives to wine and spirits – as seen in Low-proof Drinkers – there is still an opportunity for brands to cater for the increasingly sober tastes of beer drinkers.