Marketing Brand Purpose War in Ukraine

Brands unite to display solidarity with Ukraine


By Ellen Ormesher | Senior Reporter

March 11, 2022 | 4 min read

In reaction to the ongoing crisis in Ukraine, from today (March 11) brands including Yo! and Oliver Sweeney are coming together to display the Brand Solidarity logo on as much of their marketing material as possible.

ukraine brand solidarity

A number of brands, including Yo! And Oliver Sweeney, will be collaborating by featuring the Brand Solidarity logo

From advertising, websites and packaging to profile pictures, emails and point-of-sale, the objective is to deliver blanket coverage of the message.

Marcel Knobil, founder of Superbrands (the independent brand authority) and creator of Brand Solidarity, says: “Rarely in history has there been such a brutal attack on an innocent country and virtually universal outcry against it.

“Most of us have felt powerless to make a real difference, but we can. By expressing our support for the people of Ukraine in such a highly visible manner, we hope we can help raise their spirits during their darkest of days and push for peace.”

Knobil says this simple action will intensify the condemnation of Putin’s onslaught. While many brands have been taking very direct action, featuring the Ukrainian flag on millions of promotional items will show overt support for Ukraine.

Simon Woodroffe, founder of Yo! Company and a patron of Brand Solidarity, says: “Individually it’s unlikely any one business can affect the fate of a nation, but what if all the brands, all over the world upload and print the Brand Solidarity logo across all platforms and on all collateral material? We might just get through to people who could help change Putin’s direction of travel. We have to try, but we don’t have much time.”

Not everyone thinks the initiative is a good idea however and it has already received criticism from figures in the industry, including copywriter Vikki Ross who asked on Twitter: ”Is this a joke?”

Numerous other brands have already sent their own gestures of support against the invasion by withdrawing from Russia or pivoting operations to send support to Ukrainian refugees. You can find out more about the brands in question here.

Marketing Brand Purpose War in Ukraine

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