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Examples of brands that stand out by putting their purpose to work (Updated on March 29)

Last updated on March 29, 2020

A third of the world's population is currently in confinement. At the same time, the most ingenious, courageous and generous brands dare to transform their usual activities in order to make a significant gesture associated with their mission and the greater good.

Each week, we'll showcase a few brands that are being useful during the current crisis. Here are the brands that caught our eyes.

Consult our Covid-19 dossier

WEEK OF MARCH 23th to 29th

The list of brands that are being useful at the moment is more and more extensive. Companies are going out of their way to change their practices to serve the population better, in Quebec and elsewhere.

Bauer Hockey, New Balance, Second Clothing and Zara are going for the production and conception of protection accessories.

While the hospital workers are more at risk than everybody else to contract Covid-19, brands in the sports field are redirecting their production in order to design and fabricate accessories to protect the workers' faces.

Bauer Hockey, one of the very well-known hockey equipment manufacturers in North American, uses material from Hockey visors to create full medicinal screens to protect hospital employees from infectious droplets.

For its part, the well-known shoe business, New Balance, recently started to manufacture face masks for the purpose of meeting the increasing demand concerning the protective accessory.

Closer from home, Second Clothing, known for its Yoga jeans brand, decided more than a week ago to cover the manufacturing of medical apparel and masks.

Even the fast-fashion global giant, Zara, is currently studying the possibility of converting a part of its production in Spain to manufacture hospital shirts for its home country. Aside from giving away masks, Zara also plans to make available their logistic network and suppliers to answer the great need for medical material and textiles.

The Quebec beer and liquor industry to the rescue!

From the smallest Quebec microbreweries to the biggest ones, each is trying to find the best way possible to help the population. Same coming from a few distilleries.

In Montreal, EtOH Brasserie now sells hand sanitizers in bulk. Soon Villeray residents will happily refuel on beer and hand gel simultaneously.

In Shawinigan, Microbrasserie Le Trou du diable is supporting local groceries by offering trucks and a few delivery men to help level-up the capacity of home deliveries and, at the same time, enticing Shawinigan residents to stay at home.

As for Lanaudière, Carone vineyard, remembered as the producers of Black Riven gin, now produces hand sanitizers from its grape alcohol, glycerin, hydrogen peroxide and lavender essential oils. The product is then distributed for free at Familiprix Lanoraie

Brasserie Labatt, Pur Vodka and la cideries Michel Jodoin are also following the same path.

Source: Brasserie Labatt Twitter

On a global scale, more than a hundred brands are switching their production to provide gel sanitizers.

Communications serving local businesses and SME

To allow smaller companies from the food industry to have greater visibility, Tastet offers its advertising inventory for free.

Simultaneously, Horizon Cumulus and DACTYLO join forces to shed light on the food industry and are launching On this platform, small merchants and food SME can register their company and put forward their inventory of products to receive new orders and reach different customers.

YouTube and BESIDE are providing family content so that kids can continue to learn.

While most of the population spends time at home, some brands are standing out by entertaining us.

Youtube, amongst others, is helping with its Learn@Home platform, which allows children and adults, from a wide age range, to learn via a different kind of content. It is possible to choose a channel related to a particular type of material, specific to the children's age, or associated with a subject we wish to learn about, like science or human relations, as an example.

In Quebec, BESIDE offers a small quarantine guide full of project suggestions, from cooking, to culture, to learning something new. A great way to entertain the kids during this period of crisis.

Source: BESIDE

WEEK OF OF MARCH 16th to 22nd 2020

Grocery stores like Woolworths, Kjörbúð and Monoprix are considering the most vulnerable.

While many businesses are temporarily closing their doors to answer governmental safety instructions, the ones that are serving public goods do not have the luxury to do so, considering the population still needs to eat and purchase essential items. And when mentioning the whole community, we include the most vulnerable, for whom contracting COVID-19 could have a severe impact.

Many groceries around the world adapted their measures, like opening hours, so that people at risk can still do their groceries without any danger of contamination. Woolworths, Nettó et Kjörbúð are a few of them.

Beyond initiating exclusive time windows exclusively for this population, other brands like Monoprix et Franprix implemented a particular delivery service for seniors. Subsequently, in order to offer more to the elderly, a few new partnerships emerged, like the one between Woolworths and Meels on Wheels. Thanks to them, the elderly will receive free paper towels directly to their home.

LVMH and Pernod Ricard are remodelling their activities for more hand sanitizer.

Even if worldly-known brands took different paths to increase the production of hand sanitizer, they all shared one common goal: making sure everyone that needs it can get their hands on it. Therefore, the two brands are now playing a significant role in slowing the spreading of the virus.

The luxury french group LVMH is putting their perfume and makeup production aside in 3 of their factories to help produce sanitizer and then distribute them in french hospitals that are fighting the epidemic.

For its part, Pernod Ricard offered 70 000 litres of alcohol to Cooper, a hydroalcoholic gel supplier, so its laboratory can produce more gel. An action that will ensure them to distribute 1,8 million of 50 ml individual bottles, which is more than its usual production goal.

RIcard en purrel

Source: Creapills

Sunwing helps more Canadians get back home.

While many Canadians are stuck in a foreign country and have to pay an enormous amount of money to get back home, the airline company Sunwing mentioned that they'd offer, during the week, free plane seats to help Canadians residents get home safe. A gesture that will allow many people, who are scared since they can't get back to their family, get back home without losing everything or waiting too long.

Sunwing corona virus

Source: Sunwing

The equivalent services... but free!

Even if many businesses can normally operate, it becomes more challenging to do so when the cupboard is bare and when it's hard to afford suppliers and partners. To solve the problem, many businesses and individuals decided to see beyond the paycheck and offer their services to the of charge. If you consider the many support groups, we can now easily access many free legal helplines, like the one proposed by Novalex and Juripop, web developers, social media experts and also the ordinary Quebeckers are offering delivery services to their neighbors.

NOVAlex gratuit

Source: NOVAlex

Partnerships like the Cook it et PUR Vodka one arising for better help.

The two Quebecois companies united to support hard-working individuals from the catering sector who, unlike many Quebeckers, cannot work from home. Together, they offered 6000 meals to the people who work non-stop to feed the rest of the province.

Cook It x Duvernois

Source: Cook it

Many cultural figures are transforming their offer to adapt to the circumstances.

While many Quebecois are stuck at home, lots of free initiatives to entertain them are available. What is right for our national broadcaster is also valid for the smallest in the industry. While ICI and ONF are broadcasting for free many series, films and documentaries, the Montreal Museum of fine arts offers, every single day, to its Facebook and Instagram followers, open expositions, pieces and collections, and free art content. OSM is also showcasing concerts on its website.

More details here and here.

Notwithstanding these exceptional measures, we acknowledge many cultural public figures and others working hand in hand so that people can stay informed and entertained even when at home. The digital world, in that case, becomes a major player within those extraordinary solutions.

The HappyFitness Movement and several other gyms are inviting themselves in your living room.

While many gyms had to follow the governmental directive and close their doors a few days ago, just like many outdoor workout groups, some were kind enough to offer various solutions and adapt their offer to the digital world. The result: HappyFitness followers can workout from their home and benefit from their usual support, which makes their exercising extra special.

Bars are closed, but quizzes are going strong!

Even if institutions where people would generally hang out to pick their brains had to close their doors for an unknown amount of time, the playful pub Randolph allows family and adults to have a good time while following the rules. Everyone can now experience a unique gathering that repeats itself every week, instead of playing the same board game over and over again.

If you wish to make yourself useful, just like those brands, the first step is to ask the right questions. And when comes the time to be helpful, your content strategy also deserves a new outlook.

During this crisis period, the population needs are growing and ways to fill them, limitless. The uncertainty of not knowing when everyone will get their spirit back is hard, but the solidarity going on in Quebec right now is growing stronger.

If your brand wishes to adapt its service to the greater good, we're here to help. Contact us.


Creative and sensitive, Catherine studied fashion and literature before earning her bachelor's and master's degrees in marketing communications from Université de Sherbrooke.