As the World Prepares for a Very Different Easter, Brands Change Creative and Brace for Impact

Despite signs sales may be slow, companies are banking on nostalgia and tradition during the coronavirus

bunny with a protective face mask
Brands that have become synonymous with Easter are adjusting to the reality of a public sheltered in place. Photo Illustration: Dianna McDougall; Sources: Getty Images

For the first time since 1952, there will be no Easter egg roll at the White House. In the U.K., the nation’s annual Cadbury-sponsored Easter egg hunts are no longer happening, and the company is looking to donate its unhidden, unfound chocolate eggs to charity. The Vatican is closed. So are churches for the most part. In a prophetic twist, British rock band The Darkness canceled their upcoming North American tour to promote their latest studio album. Its title: “Easter Is Cancelled.”

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@RyanBarwick ryan.barwick@adweek.com Ryan is a brand reporter covering travel, mobility and sports marketing.
@hiebertpaul paul.hiebert@adweek.com Paul Hiebert is a CPG reporter at Adweek, where he focuses on data-driven stories that help illustrate changes in consumer behavior and sentiment.