Beverage brands’ messaging has evolved during the pandemic, shaping how to build relationships with consumers and cementing long-lasting connections. A snapshot from big brand communications and consumer reach-outs are illustrating specific focus areas: Heineken, focusing on support (‘Bring back bars’ & ‘Donating to communities’ and contribution (‘Making hand sanitizer’s’); Budweiser, focusing on partnership (‘Providing help’) and support (‘Helping neighbours’); Coca Cola, focusing via prevention (‘Education’), entertainment (‘Music performances’) and support (‘PPE/ helping the vulnerable’); Pepsi, focusing on support (‘Donating food’), and equality (‘Diversity’). The key moving forward is to embrace the strongest pandemic trends and continue to incorporate them into branding and messaging.

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