UK Business

how companies used COVID as a marketing tool

Written by Maha Rafi Atal, Lecturer in Global Economy, School of Social and Political Sciences, University of Glasgow, University of Glasgow

Corporate outreach.Shutterstock/Kevin Chen Images

At the start of the pandemic, consumers were bombarded with a new and hastily constructed form of advertising. In those “uncertain times”, customers were promised, they could rely on their favourite brands for help.

The adverts, often featuring sombre piano music and declarations that...

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