‘All bets are off’: Why brands are seizing the opportunity to launch under lockdown
The coronavrius has left many companies ripping up carefully laid plans with the intention of starting all over again later in the year. But could this actually be the best time to go to market?
Spring, the season of fresh starts, has traditionally been one of the favoured times of the year for a product launch.
Not in 2020. With the coronavirus continuing to force the majority of society into lockdown, some businesses have been putting everything on the back-burner, cancelling campaigns and events with a view to late summer or even winter.
However, others have opted to go ahead with their original launch plans, spotting a chance with the right messaging and tone to connect with a ready and willing marketplace.
Natural energy drink company Tenzing had originally intended to launch its plant-based blackberry and açaí product during the summer, working with partners and ambassadors from the world of fitness.
“We’d already started a lot of the groundwork,” says Tenzing head of PR, Emily Gander.