Hygiene related advertisements

1) KFC: Kentucky Fried Chicken

KFC, one of the world’s largest fast food chain has temporarily dropped its previous slogan, “It’s
Finger Lickin’ good” due to coronavirus pandemic. They had changed the tagline temporarily to
“It’s Good”. The finger lickin’ good message has caused concern among the public since the
pandemic began. The advertising standards authority received 163 complaints about a KFC
advertisement which featured people licking their fingers. By doing so the company was able to
create a positive image in the minds of people. It’s a clever publicity move for getting lots of free
media reach by announcing, essentially, that they’re not doing a campaign. It makes the brand
more relevant in the minds of consumers at a low cost, and reinforces the existing slogan by
announcing its temporary removal.
2) LIFEBUOY
The advertisement begins with “This is not an ad. This is a public service message and it
explains measures to take precautions against coronavirus. The brand pushes the people
to use FIGHTS the Coronavirus. The brand also mentions its key competitors like Dettol,
Safeguard or Lux and asks people to buy any soap that they have access to. Even though
the ad explains an easy guide to take precautions against coronavirus, the entire ad is
trying very hard to convey that is a public service message but after reading the first two
lines i.e. (This is not just an ad for Lifebuoy), it becomes evident that Lifebuoy is being
promoted. Moreover, by mentioning all the competitors in a good way, it has created a
positive impact and captures consumers’ attention and at the same time the ad raises the
brands status and thus stands out from other advertisements.
3) NEROLAC PAINTS

Nerolac India’s leading paint company relocated its positioning during pandemic by
communicating through its advertisement that paint needs to go just beyond color.
Therefore, Nerolac’s new positioning is “Colours that care”. The ad also highlights that it
is India’s first anti-viral paint that gives 99% covid-19 virus reduction and germ
reduction. This gives reassurance and confidence to the customers that they are safe
inside their homes as they spent more time at home and make more observations about
their ceilings and walls.
4) Giffy Fruit and Vegetable wash

Since customers are highly concerned about the hygiene, the pandemic has stimulated the