"Marketing people during a war has the challenging task of returning the wheels of consumption to normal activity," says Anat Greenberg, head of Golan Telecom's marketing department. "In the area of relevance, we decided to focus only on products that customers need here and now," says Rafi Shaoli, VP of private customer marketing at Max.
"The second adjustment speaks of direct and authentic marketing communication, which is adapted to the complex reality," adds Anat Greenberg. "From the first day of the war, we established a dedicated HML whose purpose is to respond 24/7 to the residents of the Otaf in all financial matters. "And we extended free automatic travel insurance for those staying abroad, and creative solutions," he adds. Karin Zaevi Hertzka, director of the marketing department at Laumit Health Services, explains that the messages changed and were adapted to the needs of the public. The professionals, including psychiatrists, psychologists, social workers, nutritionists, and more, were harnessed to prepare videos and informational materials that included dealing with anxiety for adults and children. For the past three years, Strauss Ice Cream has been selling ice cream in Israel for more than $1.5 million a year. Unilever's senior marketing manager: "We are constantly required to find the delicate balance between the desire to continue providing the same familiar and happy experience and responding to other needs and feelings that arise during this period. The smart thing is to be vigilant and constantly check that we are adjusted to the atmosphere and mindset of the public, to make adjustments in the content and tone of our publications and, if necessary, also to postpone campaigns," says Michal Tamari, Senior Marketing Manager at Unilever Israel.