As consumers turned to food and beverage brands for comfort during the coronavirus pandemic, some brands developed more of a connection with consumers than others. Thats according to the MBLM agency and its Brand Intimacy COVID study. The Brand Intimacy COVID Study, which was conducted in late summer 2020 with 3,000 consumers, revealed how leading brands were affected by the pandemic.

According to the study, Coca-Cola ranked #1 in the industry and 21st overall. Alcohol brands, which experienced an increase in sales during the pandemic, rose 27% year over year. The study also found that the beverage industry was rated in seventh place among the top 10 industries. 

“People have connected with beverage brands more than in previous years, although there is opportunity for greater improvement,” said Mario Natarelli, managing partner, MBLM. “As we sought at-home entertainment and ways to recreate the restaurant experience during quarantine, many beverage brands found new ways to define their relationship with consumers, moving away from images of parties and social gatherings. Those that established the strongest emotional connections during COVID-19 will maintain their stronghold as providing comfort even when we return to normal life.”

As part of its study, MBLM also released The Increased Intimacy of Beverage Brands, which analyzed other factors in play for brands. The firm analyzed how brands themselves behaved and communicated with consumers about COVID-19 in the last year and which brands focused on specific topics or elements in their communication with audiences.