"Relationships that develop during crises usually become particularly intimate and last a long time. This also applies to relationships with brands. Those who advertise wisely now have great opportunities to strengthen their brand," says Heinz Grüne, Managing Director of the Rheingold institute. In an interview with Getränke News, the psychologist and market researcher explains what influences the Corona crisis has had on the beverage industry and its brands, and what must now be done differently in terms of advertising.
The interview appeared on Drinks News on May 20, 2020.
In 2008 we had the financial crisis, in 2015 the refugee crisis. The Corona crisis has a completely different dimension. How long-lasting will this pandemic affect us?
The financial crisis was a singular event and hardly noticeable to "ordinary citizens" after a relatively short period of just over two years. Things are different now. There will be an "after the crisis" only when medical solutions such as a drug or a vaccine against Corona are found. Until that happens, the crisis is the normal state. We should be prepared to live with Corona for a long time. In addition to hope for an end, we need a plan B, even in case a second wave comes.
Gastronomy has been open again for a few days. Can people go out and enjoy themselves again without a care in the world?
The situation in the catering industry is completely ambivalent here. On the one hand, the opening of the restaurants brought us a glimmer of hope, on the other hand, the state of emergency materializes especially in the gastronomy. Although things should be quite normal and relaxed there, we have to sign in on lists, adhere to strict hygiene and distance rules, and are served with mouth guards. And what makes up the gastronomy, namely the closeness, the conviviality, the social contacts, takes place only in a very limited and restrained way. So there can be no talk of lightheartedness. One of the innkeepers' concerns is that people will now come to the pub, but then say, "I don't enjoy it with these rules and regulations, I'd rather drink my beer with friends at home.
Also to save money?
People have been able to spend less money in recent weeks. Many have enough in their wallets now, but don't spend it. With the poor economic forecasts and uncertainty, many prefer to stay frugal and go to restaurants less often.
What role does the beverage industry play in the current era?
The good news is that the beverage industry is a basic supplier. We can live out our individuality in the different products. We don't let ourselves be deprived of that. That's why we enjoy branded products instead of quenching our thirst with tap water. So the manufacturers are left with basic sales of their beverages. On the other hand, there is a lack of additional sales due to exuberant socializing. Socializing in restaurants and at parties, where we drink more than just to quench our thirst.
How do you rate the relief efforts of various beverage manufacturers?
It's great that help was given so quickly and unbureaucratically. Certainly not entirely altruistically. After all, what would a brewery gain from a restaurant that would have to close forever? Nevertheless, high praise. It's a nice sign of cooperation in a spirit of partnership.
Some beverage producers are currently doing without advertising, others are continuing their old campaigns undeterred, and still others have developed advertising specifically tailored to the crisis. How are communication and advertising currently perceived and evaluated?
There are three communication no-goes in a crisis: First, do nothing. If a brand no longer shows a face, it disappears. This disappearance is associated with the crisis and an ailing brand. Second: carry on as before. This is not a good solution either. Here, the signal is often sent "We are the biggest, the best. Buy me because I'm so good!". This is negative for the consumer because it is pretended that nothing has happened. Yet each of us is a victim of the crisis. The third no-go is to go for the tear jerker. The commercials with #wirhaltenzusammen were okay at first, but now people can't watch them anymore and want to switch off.
What should advertisers consider now?
People like to have something like "soul food" or "soul food" during the crisis. Advertising that makes them smile, that is restrainedly funny. These don't have to be big and elaborate campaigns. A positive example is the current Gaffel advertisement "By far the best Kölsch". Here, the distance theme is sold with a wink. People like that. So advertisers should ask themselves what amuses their customers now, not how can I put my brand in an even better light through advertising.
"People need food for the soul now"
Hein Green interviewed by Drinks News
What are the current opportunities, potentials and risks for beverage brands?
The greatest danger is to make your brand irrelevant because you lose contact with consumers. Those who now give people "a light they can put in the window" with their brand, i.e. who advertise cleverly, have great opportunities to strengthen their brand. After all, relationships that develop during crises usually become particularly intimate and last a long time. This also applies to relationships with brands.
What post-crisis developments should beverage producers be prepared for?
We should be prepared for the fact that it will be a long time before we get back to normal. Everyone should develop a plan B and a second idea to be able to survive this crisis for a long time.
Heinz Grüne has been managing director at rheingold since 1988.
His scientific focus is on research into digital media and their impact on everyday life, on senior citizen culture, and on the consumption psychology of food, with an emphasis on beer.
Phone: +49 221-466 828 0
E-mail: gruene@rheingold-online.de
