The Drum Awards Festival - Extended Deadline

-d -h -min -sec

Creative Coronavirus Loreal

L’Oréal, Essity and Reckitt Benckiser urge customers to 'Shop Responsibly'


By Imogen Watson, Senior reporter

April 3, 2020 | 4 min read

L’Oréal, Essity and Reckitt Benckiser are using their collective might to encourage consumers to shop responsibility during the coronavirus outbreak, with Publicis Groupe agencies wavering fees in support.

L’Oréal,  Essity and Reckitt Benckiser join together on 'Shop Responsible' campaign

L’Oréal, Essity and Reckitt Benckiser join together on 'Shop Responsible' campaign

Developed by Publicis Groupe UK, the ‘Shop Responsibility’ campaign aligns with government advice, reinforcing the message that people should stay home, stay safe, respect elderly shopping hours, keep two metres apart, support NHS shopping hours and only buy what you need.

Messages will appear from today (3 April) across L’Oréal, Essity and Reckitt Benckiser websites. It will also be forwarded in email communications and highlighted by a #ShopResponsibly social media campaign.

The idea was conceived and created in a week, working across Publicis Groupe UK agencies, who have all waved fees to develop and create the campaign, including Starcom, Zenith, Digitas, Publicis.Poke, Saatchi & Saatchi, Leo Burnett, MSL Group and Prodigious. Paid, owned and earned media has been donated and AdStream has waived delivery fees.

On the launch of the campaign, Annette King, chief exec of Publicis Groupe UK, said: “Overnight we’ve seen an irreversible shift in the role retailers and brands play in people’s lives. We’ve also seen incredible efforts by so many businesses and their hard-working employees to do the right thing in this difficult time.

She continued: "Shop Responsibly unites the sector in an urgent entreaty to consumers to behave responsibly and think about others. We invite retailers, supermarkets and other business organisations to sign up to the campaign.”

Further, Amos Susskind, managing director, L’Oréal UKI, said: “During this unparalleled time we all have a role to play in the battle against Covid-19. Whether as an individual or a business we must come together and act to support those most vulnerable and exposed.

Susskind says this is especially true when it comes to the way we shop. "As a leading FMCG company, we have the responsibility to amplify this campaign, reminding our consumers of the basic but fundamental principles of ‘Stay Home, Stay Safe and Shop Responsibly’.”

The campaign falls in line with a movement by brands to exchange comms for PSA announcements, to reinforce government guidance during the outbreak.

Coca-Cola Times Square

To ensure its message got across – Coca-Cola replaced its iconic billboard in Times Square, New York City, to spread health advice amid Covid-19. Standing out in iconic Coca-Cola red, the message reads: ‘staying apart is the best way to stay united.’


The FA released a topical twist on a familiar refrain with 'Football’s Staying Home’ — an impassioned plea from some of the beautiful game's biggest stars for people to stay indoors.

Leveraging its knack for relaying important messages to children in an absorbing way, Sesame Streets has launched a 'Caring for Each Other' initiative to help parents and children during the coronavirus pandemic. It includes animations that encourage them to stay physically and mentally healthy to help support families through this trying time.

Further, messages of love, kindness and fun will be posted on a regular basis on Sesame Street social media channels, including Snack Time with Cookie Monster, Singalong with Elmo, Move & Groove with Abby Cadabby and Grover, and Story Time with Alan.

Creative Coronavirus Loreal

More from Creative

View all


Industry insights

View all
Add your own content +