It has also risen in sales Tags Coca Cola advertising marketing advertising investment read later favorites 0 ads royalcomunicacion.com Royal Communication Marketing and Communication Agency. 15 years innovating for brands In a previous crisis. In this case an economic one. Someone invented the lipstick index . Until now. It had worked with every Panama phone number downturn. Including the Great Recession of the past decade. When things get very negative and you have to tighten your pocket. Lipstick sales grow. It may be shocking. But it really isn’t. With all the luxuries and things done simply for fun having to be cut back. Consumers are buying more lipstick because its average price is low and it works as an affordable indulgence. Added to that is that using it helps them feel better. For cosmetic brands.
Crises mean a sales boom for that product. Until now. Of course: since everyone wears a mask. Putting on lipstick makes no sense. A consumer who usually paints them on a daily basis because of her work told me the other day that she hadn’t painted her lips since March of last year. Another. That she had only done it twice in a year and a half: both times it had Panama phone number for videoconferences. And if the lipstick index stops helping to measure the economic crisis. What can we turn to? Perhaps. You can use the advertising investment data of Coca-Cola. 2020. The year that Coca-Cola (almost) was not announced Although many big brands refocused their ads and campaigns during the coronavirus crisis and others did special ad campaigns for the pandemic (therein lies the brief but intense life of the pandemic ad ).
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Coca-Cola went for the drastic. His campaigns disappeared everywhere and the giant froze his advertising . One of the companies that spends the most money on ads each year decided to go blackout. Then they talked about how normality would not return Panama phone number the confinements were over. Only in that environment would Coca-Cola be consumed. With no movie theaters and entertainment and no restaurants open. Coca-Cola’s sales had plummeted. Half of Coca-Cola consumption was done outside the home. Added to this was the fact that its directors claimed that in periods like the one consumers were in. Marketing campaigns were less effective. Still. That entire out-of-home channel didn’t pick up after a few months.
And Coca-Cola couldn’t wait either. In the summer of 2020. Coca-Cola brought back its ads . His first campaign after the outbreak of the pandemic focused on the emotional and reuniting with the family. It was an ode to the new normality. Which perhaps – like all summer 2020 campaigns – sang victory too soon. But despite everything. The conclusion of Panama phone number was that Coca-Cola was advertising less and spending less money on it. For the first time in a long time. Pepsi’s annual ad spend was higher than Coca-Cola’s. If you looked at it from the outside. The numbers made it clear that the world was not in a normal moment. You didn’t need lipstick to understand that we were talking about a period of crisis.
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The return on investment And if the figures for Coca-Cola and advertising from 2020 say a lot about how bad that year was. Do the numbers for 2021 say anything about how things are changing and about a certain return to normality? The virus has not gone away. But it is clear that consumers are fed up with the pandemic and increasingly want more brands Panama phone number in their life before. Coca-Cola’s latest results presentation has been very positive. If in 2020. At this time. Coca-Cola presented the numbers with the largest drop in revenue in three decades. In the last presentation – which it has made these days – it has returned to figures similar to those of 2019. The numbers have not been good in India and South East Asia (something to be expected. On the other hand).