Why Coronavirus Is Shaping Up to Be the Third Rail of Marketing

Spooking consumers into spending money is never a good idea

Disinfecting products are already flying off shelves, and customers don’t need to be scared into buying more. Getty Images

The casual observer might be tempted to think the burgeoning coronavirus crisis represents a rare marketing or advertising opportunity. After all, if a brand happens to already make a product that cleans, disinfects and kills germs, wouldn’t it be logical to fortify that messaging by talking about a product’s efficacy against the coronavirus?

@UpperEastRob robert.klara@adweek.com Robert Klara is a senior editor, brands at Adweek, where he specializes in covering the evolution and impact of brands.