The evolution of brands during the pandemic has been unprecedented with age old brand rivalries put aside for the good of mankind. Brands are working together towards winning the war against Covid-19 and this has been one of the biggest successes of the NBCC coalition.
Speaking to us during the Global Hand Washing Day 2020, NBCC CEO Maggie Rarieya said “You can see Dettol and Lifebouy side by side joining hands to do what they would normally have done individually is one of the biggest achievements of the NBCC coalition; a scenario that has been replicated severally within the coalition. This is indeed testament that brands do have a greater purpose than their bottom line especially when human lives are at stake” said Maggie.
With this evolution of the brands, coalitions like NBCC have shown the unlimited potential when we all wear a face of humanity. While competition is healthy, modern brands have to know where and when to draw lines and put human interest first. Through complementing, supporting or working with each other, the coalition has made tremendous strides in the fight against Covid-19.