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

Spooking consumers into spending money is never a good idea

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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?

In theory, perhaps. But in practice? Not so much.

A canvas of the websites and social media accounts of products like Clorox, Lysol and Purell reveals only highly restrained, detached messaging regarding the coronavirus.



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