15 Apr 2026 12:40am
The Covid 19 crisis represents an opportunity for brands to build partnerships and campaigns that provide real direct benefits to consumers, says Francis Coady, general manager of sport and entertainment agency, Havas Sport and Entertainment.
For example, major companies throughout the world such as alcohol brands Absolute Vodka and Brew Dog and luxury perfume brands, Christian Dior and Givenchy, have been able to pause and pivot production to produce hand sanitiser. Similarly, Spanish fashion giant Zara, has started sourcing material to go into large scale production of medical gowns.
“There is little doubt that these actions will provide a long-term deep connection with current and future customers,” Coady says.
Locally, Australian spirits company, Archie Rose has switched its production to make a hand sanitiser, and WA distiller SevenZeroEight, part owned by cricketer Shane Warne, is doing the same but offering it to hospitals in the state.
With physical activations, launches and sampling obviously now on hold, Coady says brands are looking for new types of meaningful CSR partnerships.
When considering CSR campaigns, companies should apply similar research, analysis and evaluation as they would to a sporting sponsorship, he said.
For example, following the recent bushfires, Havas client NRMA opted to support Port Macquarie Koala Hospital and Conservation Volunteers Australia in partnerships that delivered clear functional benefits in an area that consumers cared about.
In the current climate, with no live sport being played across the country, rights holders essentially have no product to offer sponsors. Instead, Coady suggested brands look at dialling up talent usage.
Monster Energy is one such company using talent to create content while athletes are not playing.
“We’re working with all of our athletes and ambassadors, both locally and internationally, to build additional content and activity,” senior marketing director at Monster Energy, Tim Ryder said.
“A massive amount has already been completed in the past few weeks, with more being developed daily.
“There are some cool elements coming that will allow our fans to continue to engage with our assets, sports, athletes and brands.”
Coady continued by saying that developing targeted and relevant content for platforms such as Tiktok, Spotify and Musical.ly is a good way to reach and engage consumers.
However, he cautioned that to be successful these types of campaigns needed to be authentic and based on an honest connection at the core of their content.