“Vaccination … I think it’s good,” says Otto. Nespresso asks: “Vaccinate. What else?”, Lidl advertises with the slogan “Vaccination is worthwhile”, Edeka with “We love vaccination”, Persil with “Vaccination: You know what you have”. The confectionery manufacturer Katjes jubilates: “Vaccinate jes jes” – and Ritter Sport lets us know: “Square. Practical. Vaccinated.” In the Corona pandemic that continues to run rampant, vaccinating is the most important way to protect yourself and others. To ensure that as many people as possible get vaccinated or boostered, any commitment is highly welcome. Since last week, more than 150 brands have joined forces to promote vaccination on their social media channels with rewritten slogans. If the modified brand claims have an effect, the slogan of the savings banks could apply: “We are vaccinating our way free”. Almost all the big names in German business are involved, including BMW, Mercedes-Benz, Edeka, Henkel, Hornbach, Netto, Burger King and McDonald’s, in addition to those already mentioned.
The campaign, which runs under the hashtag #ZusammenGegenCorona (#TogetherAgainstCorona), was initiated by the Berlin advertising agency Antoni. “Brands have influence and reach. So why not use both for the message that vaccinating ourselves is the best way out of the pandemic for all of us?” is how Antoni partner Sven Dörrenbächer described the idea. In an interview with the Deutsche Presse-Agentur, marketing expert Martin Fassnacht from the WHU business school in Düsseldorf praised the concept: “The idea is good. It reaches people more than all the medical information about vaccination rates and the effectiveness of the booster”. The state had done a bad job in terms of communication during the pandemic. “The fact that so many well-known companies and brands are now taking a stand and promoting vaccination can achieve something. After all, such slogans get stuck in the brain.” On social media, the reaction has been divided. In addition to a lot of praise, there have also been boycott announcements against the companies involved by opponents of vaccination.
The campaign has created a lot of hype on the internet – and it is not over yet. The 150 brands that took part in the kick-off have been joined by others – after all, every brand, every company and every organisation can still take part. According to Antoni, around 1,200 companies are already participating.
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