Can the vaccine certificate become a discount coupon for brands? Share Via: It's already happening at a very small scale. Perhaps, it will explode once the authorities open up jabs for the under-45 cohort. Which segments will leverage this? While the government dabbles in 'vaccine diplomacy', we at afaqs! are looking at a concept called 'vaccine marketing'. Essentially, it entails offering discounts to people who have taken the vaccine. Recently, The Indian Express reported that few retail outlets in the USA (Krispy Kreme, a donuts and coffee outlet; Chobani) have begun incentivising vaccinations by offering freebies, discounts and perks to the consumers who can prove that they have taken the shot.