![]() The brand will want to keep an eye on media mentions of the virus that don’t clearly distinguish between the beer brand’s name. It’s unlikely that another beer brand would take such a serious global situation as an opportunity for a cheap advertising pot-shot, but the lines of parody can be blurry and it’s not unfeasible that the beer’s name could be implied with a relation to the virus. It’s important to make sure that no other brand is being opportunistic to use their name in combination with the virus to tarnish the brand. Trademark professionals would advise to keep an eye on the way the name is being used and ensure against issues of dilution or disrepute in the marketplace. “The memory of the average American is one week. “You sit still and wait for the storm to pass” said advertising legend Harvey Gabor, who’s been through this. The most likely course - and possibly the best one - for them is to wait it out. That brand disappeared from shelves.Ĭorona is, of course, a bigger brand than any of these. Ayds ultimately changed its name to Diet Ayds - but it was not an appreciable improvement.The Isis Wallet app changed its name to Softcard.The Isis pharmaceutical company changed its name to Ionis.The Belgian Isis brand chocolate bar changed its name to Libeert.So what does a million dollar brand like Corona do? Some products have tried to shed their old names and start a new life: But that can change overnight, if world events overtake the marketing department. In the case of brands there’s simply too much value built into a successful name. In other words, should Corona leverage the negative attention and spin it in a positive way? And in marketing terms, that is never NOT an opportunity. The name Corona is now on everybody’s lips. ![]() Likewise, Corona’s pitch for its new “hard seltzer” flavours is: “coming ashore soon.” In case Ayds didn’t already remind you of AIDS, the motto “Ayds helps you take- off weight” drove the point home. It also does not help that Corona, like Ayds, seems to have an ill-chosen tag line.
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