In Brazil, brewer Karsten adapted their logo and slogan, to to resemble a pair of lungs – the main site of COVID-19 infection – with the slogan “Good beer is like air: you can’t live without it”. Their marketing encouraged people to consume more alcohol during COVID-19 isolation by through their 3 key tips to survive with Karsten – “isolate, use sanitiser and drink beer for fun”.
US beer brand Dos Equis, designed and promoted a Seis Foot Cooler, a 6-Foot ‘Social Distancing Cooler’ and did a give-away to ‘help you drink responsibly’. Again promoting increased alcohol consumption during the pandemic.
In India, the beer brand Bira re-marketed their branded facemasks, which were already being produced targeting pollution, ironic considering beer depreciates natural water resources and beer bottles and cans add to pollution.