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Coca-Cola Jumps on the Patriotic Bandwagon With Star-Spangled Cans

Coca-Cola Jumps on the Patriotic Bandwagon With Star-Spangled Cans


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Coca-Cola has rolled out patriotic soda cans wrapped in an emblem of the American flag in a new patriotic campaign

There’s nothing more American than brands like Coca-Cola.

Coca-Cola is jumping on the patriotic brand-wagon with new red, white, and blue labels for its Coke cans.Budweiser made a similar move last month when it announced a special summer name change to “America” beer.

The Coke cans, which were unveiled on Memorial Day, are emblazoned with the American flag and the phrase “I’m proud to be an American;” they celebrate 75 years of Coca-Cola’s partnership with the armed services. The new can designs will be available now through the Fourth of July, and can be seen on 16-ounce cans as well as 12-ounce cans that come in 20-, 24-, and 35-packs, according to Fox News.

The campaign is being sponsored by the USO, Coke’s partner in the armed services-themed “Campaign to Connect.” Many are calling for an extension of the limited-edition can redesign, as Budweiser announced that its “America” rebrand will continue into election season, ending on Election Day in November.


What To Consider Before Jumping On Patriotic Branding Bandwagon

Fourth of July marks the annual high point of patriotic branding. It&rsquos the time of year companies across America -- from LaCroix to PUMA -- roll out red-white-and-blue packaging, products and content to capture the nation&rsquos celebratory mood.

In the months leading up to summer, we typically sees a marked uptick in patriotic-themed creative projects. However, it&rsquos worth noting that since President Trump took office in 2016, the overall volume of overtly patriotic branding and design projects has declined around 26%.

Does this shift away from Americana-infused marketing a signify a real trend or is it just coincidence? We&rsquoll leave it for you to decide.

Either way, it&rsquos important for brands to slow down and ask themselves a few questions before jumping on this tried-and-true branding bandwagon.

Does patriotic messaging make sense for your audience? What really works, and what will just get lost in the 4th of July noise? Here are some tips for marketers planning ahead for next year&rsquos July 4 and for throughout the year:

  • Don&rsquot blindly jump on the trend without considering your customer base. For example, studies show that millennial and GenZ consumers are significantly less patriotic than their parents they are more culturally diverse, educated and socially progressive than any other generation. Context is everything, so take a moment to consider if your proposed imagery or messaging might be interpreted as polarizing rather than feel-good.
  • Is your brand authentically American, or do you provide a product or service that&rsquos generally considered to be uniquely American? If not, you risk turning off more skeptical customers. For example, Blue Bell ice cream&rsquos red, white and blue flavors, Coca-Cola and Tootsie Rolls&rsquo flag-themed packaging makes sense given the &ldquoAll American&rdquo image of these products. But if you&rsquore an international brand with a more universal product, (e.g., an Italian pasta brand, a Europe-based fashion brand, etc.), it&rsquos probably best to avoid something that could look disingenuous.
  • Don&rsquot let your creative be clichéd: there&rsquos more to America than flags and fireworks. For example, design experts have pointed out that the redesign of Air Force One by Trump intended to make it look &ldquomore American&rdquo actually completely obliterates the historically significant American design roots of the current plane. America has a wealth of history and stories that can influence creative work, so think outside the box to find inspiration for a unique celebration.
  • Do incorporate a meaningful, long-term cause that reflects American values. There have been some wonderful examples of brands taking a more sophisticated and meaningful approach to patriotic branding in recent years. For example, last year Budweiser went a step beyond its previous &ldquoAmerica&rdquo beer cans to the launch of a special edition Freedom Reserve Red Lager, inspired by a recipe found in George Washington&rsquos military journal. The brewer had veterans &mdash whose signatures were featured on the bottles &mdash make the beer, and a portion of the proceeds were then donated to Folds of Honor, a nonprofit supporting military families. By tying a campaign to a cause that appeals to fundamental social values, the likelihood of creating the desired feel-good reaction increases, and does some good along the way.

Rather than coming up with yet another article infused with why the President has surely signaled the start of The Apocalypse, perhaps this column itself identifies one root cause as to why Millennials and GenZ-ers are so less patriotic than their elders.
"4th of July" (used 3 times here) and zero mentions of "Independence" (1/2-point given for mentioning Geo. Washington's beer recipe brand with "Freedom" in the name) has apparently become "December 25" -- another day off of work devoid of meaning.
Perhaps if those generations were instead taught about "Independence Day" and the reasons for it, they wouldn't be so confused why it isn't observed on a Monday or a Friday so everyone could have another three-day weekend. (Think about that--moving the "4th" to another day!)
To those of us north of 50, it's a pity today's younger folks derive more meaning from May 4th or the 5th of May than they do, sigh, "July 4th" or "the 4th of July."

I, for one, appreciate the fact that you took the time to post a perfect example of why the article is valid. Whenever one group begins claiming that certain holidays are not being appreciated "properly" by another group, that holiday has essentially been co-opted.

So, enjoy "your" 4th of july.

Chuck: Sorry, I'm not part of a "group," nor am I a toady of "the Hair" in the WH. Just so bored that ev-er-y-thing has to political slant.( The DT 2 references were the author's, not mine)
Getting back to the premise of the article, which starts out "(The) Fourth of July is . "
-- Is it really too much to mention the proper name of the thing? I mean, it's not like we're expecting them to know from whom we won that Independence.

You identified yourself as part of a group when you made the claim that "Millennials and GenZ-ers are so less patriotic than their elders."

And to muddy the waters even more, here's what John Adams wrote to his wife Abigail about that holiday:

"The second day of July, 1776, will be the most memorable epoch in the history of America. I am apt to believe that it will be celebrated by succeeding generations as the great anniversary festival. It ought to be commemorated as the day of deliverance, by solemn acts of devotion to God Almighty. It ought to be solemnized with pomp and parade, with shows, games, sports, guns, bells, bonfires, and illuminations, from one end of this continent to the other, from this time forward forever more." - John Adams


What To Consider Before Jumping On Patriotic Branding Bandwagon

Fourth of July marks the annual high point of patriotic branding. It&rsquos the time of year companies across America -- from LaCroix to PUMA -- roll out red-white-and-blue packaging, products and content to capture the nation&rsquos celebratory mood.

In the months leading up to summer, we typically sees a marked uptick in patriotic-themed creative projects. However, it&rsquos worth noting that since President Trump took office in 2016, the overall volume of overtly patriotic branding and design projects has declined around 26%.

Does this shift away from Americana-infused marketing a signify a real trend or is it just coincidence? We&rsquoll leave it for you to decide.

Either way, it&rsquos important for brands to slow down and ask themselves a few questions before jumping on this tried-and-true branding bandwagon.

Does patriotic messaging make sense for your audience? What really works, and what will just get lost in the 4th of July noise? Here are some tips for marketers planning ahead for next year&rsquos July 4 and for throughout the year:

  • Don&rsquot blindly jump on the trend without considering your customer base. For example, studies show that millennial and GenZ consumers are significantly less patriotic than their parents they are more culturally diverse, educated and socially progressive than any other generation. Context is everything, so take a moment to consider if your proposed imagery or messaging might be interpreted as polarizing rather than feel-good.
  • Is your brand authentically American, or do you provide a product or service that&rsquos generally considered to be uniquely American? If not, you risk turning off more skeptical customers. For example, Blue Bell ice cream&rsquos red, white and blue flavors, Coca-Cola and Tootsie Rolls&rsquo flag-themed packaging makes sense given the &ldquoAll American&rdquo image of these products. But if you&rsquore an international brand with a more universal product, (e.g., an Italian pasta brand, a Europe-based fashion brand, etc.), it&rsquos probably best to avoid something that could look disingenuous.
  • Don&rsquot let your creative be clichéd: there&rsquos more to America than flags and fireworks. For example, design experts have pointed out that the redesign of Air Force One by Trump intended to make it look &ldquomore American&rdquo actually completely obliterates the historically significant American design roots of the current plane. America has a wealth of history and stories that can influence creative work, so think outside the box to find inspiration for a unique celebration.
  • Do incorporate a meaningful, long-term cause that reflects American values. There have been some wonderful examples of brands taking a more sophisticated and meaningful approach to patriotic branding in recent years. For example, last year Budweiser went a step beyond its previous &ldquoAmerica&rdquo beer cans to the launch of a special edition Freedom Reserve Red Lager, inspired by a recipe found in George Washington&rsquos military journal. The brewer had veterans &mdash whose signatures were featured on the bottles &mdash make the beer, and a portion of the proceeds were then donated to Folds of Honor, a nonprofit supporting military families. By tying a campaign to a cause that appeals to fundamental social values, the likelihood of creating the desired feel-good reaction increases, and does some good along the way.

Rather than coming up with yet another article infused with why the President has surely signaled the start of The Apocalypse, perhaps this column itself identifies one root cause as to why Millennials and GenZ-ers are so less patriotic than their elders.
"4th of July" (used 3 times here) and zero mentions of "Independence" (1/2-point given for mentioning Geo. Washington's beer recipe brand with "Freedom" in the name) has apparently become "December 25" -- another day off of work devoid of meaning.
Perhaps if those generations were instead taught about "Independence Day" and the reasons for it, they wouldn't be so confused why it isn't observed on a Monday or a Friday so everyone could have another three-day weekend. (Think about that--moving the "4th" to another day!)
To those of us north of 50, it's a pity today's younger folks derive more meaning from May 4th or the 5th of May than they do, sigh, "July 4th" or "the 4th of July."

I, for one, appreciate the fact that you took the time to post a perfect example of why the article is valid. Whenever one group begins claiming that certain holidays are not being appreciated "properly" by another group, that holiday has essentially been co-opted.

So, enjoy "your" 4th of july.

Chuck: Sorry, I'm not part of a "group," nor am I a toady of "the Hair" in the WH. Just so bored that ev-er-y-thing has to political slant.( The DT 2 references were the author's, not mine)
Getting back to the premise of the article, which starts out "(The) Fourth of July is . "
-- Is it really too much to mention the proper name of the thing? I mean, it's not like we're expecting them to know from whom we won that Independence.

You identified yourself as part of a group when you made the claim that "Millennials and GenZ-ers are so less patriotic than their elders."

And to muddy the waters even more, here's what John Adams wrote to his wife Abigail about that holiday:

"The second day of July, 1776, will be the most memorable epoch in the history of America. I am apt to believe that it will be celebrated by succeeding generations as the great anniversary festival. It ought to be commemorated as the day of deliverance, by solemn acts of devotion to God Almighty. It ought to be solemnized with pomp and parade, with shows, games, sports, guns, bells, bonfires, and illuminations, from one end of this continent to the other, from this time forward forever more." - John Adams


What To Consider Before Jumping On Patriotic Branding Bandwagon

Fourth of July marks the annual high point of patriotic branding. It&rsquos the time of year companies across America -- from LaCroix to PUMA -- roll out red-white-and-blue packaging, products and content to capture the nation&rsquos celebratory mood.

In the months leading up to summer, we typically sees a marked uptick in patriotic-themed creative projects. However, it&rsquos worth noting that since President Trump took office in 2016, the overall volume of overtly patriotic branding and design projects has declined around 26%.

Does this shift away from Americana-infused marketing a signify a real trend or is it just coincidence? We&rsquoll leave it for you to decide.

Either way, it&rsquos important for brands to slow down and ask themselves a few questions before jumping on this tried-and-true branding bandwagon.

Does patriotic messaging make sense for your audience? What really works, and what will just get lost in the 4th of July noise? Here are some tips for marketers planning ahead for next year&rsquos July 4 and for throughout the year:

  • Don&rsquot blindly jump on the trend without considering your customer base. For example, studies show that millennial and GenZ consumers are significantly less patriotic than their parents they are more culturally diverse, educated and socially progressive than any other generation. Context is everything, so take a moment to consider if your proposed imagery or messaging might be interpreted as polarizing rather than feel-good.
  • Is your brand authentically American, or do you provide a product or service that&rsquos generally considered to be uniquely American? If not, you risk turning off more skeptical customers. For example, Blue Bell ice cream&rsquos red, white and blue flavors, Coca-Cola and Tootsie Rolls&rsquo flag-themed packaging makes sense given the &ldquoAll American&rdquo image of these products. But if you&rsquore an international brand with a more universal product, (e.g., an Italian pasta brand, a Europe-based fashion brand, etc.), it&rsquos probably best to avoid something that could look disingenuous.
  • Don&rsquot let your creative be clichéd: there&rsquos more to America than flags and fireworks. For example, design experts have pointed out that the redesign of Air Force One by Trump intended to make it look &ldquomore American&rdquo actually completely obliterates the historically significant American design roots of the current plane. America has a wealth of history and stories that can influence creative work, so think outside the box to find inspiration for a unique celebration.
  • Do incorporate a meaningful, long-term cause that reflects American values. There have been some wonderful examples of brands taking a more sophisticated and meaningful approach to patriotic branding in recent years. For example, last year Budweiser went a step beyond its previous &ldquoAmerica&rdquo beer cans to the launch of a special edition Freedom Reserve Red Lager, inspired by a recipe found in George Washington&rsquos military journal. The brewer had veterans &mdash whose signatures were featured on the bottles &mdash make the beer, and a portion of the proceeds were then donated to Folds of Honor, a nonprofit supporting military families. By tying a campaign to a cause that appeals to fundamental social values, the likelihood of creating the desired feel-good reaction increases, and does some good along the way.

Rather than coming up with yet another article infused with why the President has surely signaled the start of The Apocalypse, perhaps this column itself identifies one root cause as to why Millennials and GenZ-ers are so less patriotic than their elders.
"4th of July" (used 3 times here) and zero mentions of "Independence" (1/2-point given for mentioning Geo. Washington's beer recipe brand with "Freedom" in the name) has apparently become "December 25" -- another day off of work devoid of meaning.
Perhaps if those generations were instead taught about "Independence Day" and the reasons for it, they wouldn't be so confused why it isn't observed on a Monday or a Friday so everyone could have another three-day weekend. (Think about that--moving the "4th" to another day!)
To those of us north of 50, it's a pity today's younger folks derive more meaning from May 4th or the 5th of May than they do, sigh, "July 4th" or "the 4th of July."

I, for one, appreciate the fact that you took the time to post a perfect example of why the article is valid. Whenever one group begins claiming that certain holidays are not being appreciated "properly" by another group, that holiday has essentially been co-opted.

So, enjoy "your" 4th of july.

Chuck: Sorry, I'm not part of a "group," nor am I a toady of "the Hair" in the WH. Just so bored that ev-er-y-thing has to political slant.( The DT 2 references were the author's, not mine)
Getting back to the premise of the article, which starts out "(The) Fourth of July is . "
-- Is it really too much to mention the proper name of the thing? I mean, it's not like we're expecting them to know from whom we won that Independence.

You identified yourself as part of a group when you made the claim that "Millennials and GenZ-ers are so less patriotic than their elders."

And to muddy the waters even more, here's what John Adams wrote to his wife Abigail about that holiday:

"The second day of July, 1776, will be the most memorable epoch in the history of America. I am apt to believe that it will be celebrated by succeeding generations as the great anniversary festival. It ought to be commemorated as the day of deliverance, by solemn acts of devotion to God Almighty. It ought to be solemnized with pomp and parade, with shows, games, sports, guns, bells, bonfires, and illuminations, from one end of this continent to the other, from this time forward forever more." - John Adams


What To Consider Before Jumping On Patriotic Branding Bandwagon

Fourth of July marks the annual high point of patriotic branding. It&rsquos the time of year companies across America -- from LaCroix to PUMA -- roll out red-white-and-blue packaging, products and content to capture the nation&rsquos celebratory mood.

In the months leading up to summer, we typically sees a marked uptick in patriotic-themed creative projects. However, it&rsquos worth noting that since President Trump took office in 2016, the overall volume of overtly patriotic branding and design projects has declined around 26%.

Does this shift away from Americana-infused marketing a signify a real trend or is it just coincidence? We&rsquoll leave it for you to decide.

Either way, it&rsquos important for brands to slow down and ask themselves a few questions before jumping on this tried-and-true branding bandwagon.

Does patriotic messaging make sense for your audience? What really works, and what will just get lost in the 4th of July noise? Here are some tips for marketers planning ahead for next year&rsquos July 4 and for throughout the year:

  • Don&rsquot blindly jump on the trend without considering your customer base. For example, studies show that millennial and GenZ consumers are significantly less patriotic than their parents they are more culturally diverse, educated and socially progressive than any other generation. Context is everything, so take a moment to consider if your proposed imagery or messaging might be interpreted as polarizing rather than feel-good.
  • Is your brand authentically American, or do you provide a product or service that&rsquos generally considered to be uniquely American? If not, you risk turning off more skeptical customers. For example, Blue Bell ice cream&rsquos red, white and blue flavors, Coca-Cola and Tootsie Rolls&rsquo flag-themed packaging makes sense given the &ldquoAll American&rdquo image of these products. But if you&rsquore an international brand with a more universal product, (e.g., an Italian pasta brand, a Europe-based fashion brand, etc.), it&rsquos probably best to avoid something that could look disingenuous.
  • Don&rsquot let your creative be clichéd: there&rsquos more to America than flags and fireworks. For example, design experts have pointed out that the redesign of Air Force One by Trump intended to make it look &ldquomore American&rdquo actually completely obliterates the historically significant American design roots of the current plane. America has a wealth of history and stories that can influence creative work, so think outside the box to find inspiration for a unique celebration.
  • Do incorporate a meaningful, long-term cause that reflects American values. There have been some wonderful examples of brands taking a more sophisticated and meaningful approach to patriotic branding in recent years. For example, last year Budweiser went a step beyond its previous &ldquoAmerica&rdquo beer cans to the launch of a special edition Freedom Reserve Red Lager, inspired by a recipe found in George Washington&rsquos military journal. The brewer had veterans &mdash whose signatures were featured on the bottles &mdash make the beer, and a portion of the proceeds were then donated to Folds of Honor, a nonprofit supporting military families. By tying a campaign to a cause that appeals to fundamental social values, the likelihood of creating the desired feel-good reaction increases, and does some good along the way.

Rather than coming up with yet another article infused with why the President has surely signaled the start of The Apocalypse, perhaps this column itself identifies one root cause as to why Millennials and GenZ-ers are so less patriotic than their elders.
"4th of July" (used 3 times here) and zero mentions of "Independence" (1/2-point given for mentioning Geo. Washington's beer recipe brand with "Freedom" in the name) has apparently become "December 25" -- another day off of work devoid of meaning.
Perhaps if those generations were instead taught about "Independence Day" and the reasons for it, they wouldn't be so confused why it isn't observed on a Monday or a Friday so everyone could have another three-day weekend. (Think about that--moving the "4th" to another day!)
To those of us north of 50, it's a pity today's younger folks derive more meaning from May 4th or the 5th of May than they do, sigh, "July 4th" or "the 4th of July."

I, for one, appreciate the fact that you took the time to post a perfect example of why the article is valid. Whenever one group begins claiming that certain holidays are not being appreciated "properly" by another group, that holiday has essentially been co-opted.

So, enjoy "your" 4th of july.

Chuck: Sorry, I'm not part of a "group," nor am I a toady of "the Hair" in the WH. Just so bored that ev-er-y-thing has to political slant.( The DT 2 references were the author's, not mine)
Getting back to the premise of the article, which starts out "(The) Fourth of July is . "
-- Is it really too much to mention the proper name of the thing? I mean, it's not like we're expecting them to know from whom we won that Independence.

You identified yourself as part of a group when you made the claim that "Millennials and GenZ-ers are so less patriotic than their elders."

And to muddy the waters even more, here's what John Adams wrote to his wife Abigail about that holiday:

"The second day of July, 1776, will be the most memorable epoch in the history of America. I am apt to believe that it will be celebrated by succeeding generations as the great anniversary festival. It ought to be commemorated as the day of deliverance, by solemn acts of devotion to God Almighty. It ought to be solemnized with pomp and parade, with shows, games, sports, guns, bells, bonfires, and illuminations, from one end of this continent to the other, from this time forward forever more." - John Adams


What To Consider Before Jumping On Patriotic Branding Bandwagon

Fourth of July marks the annual high point of patriotic branding. It&rsquos the time of year companies across America -- from LaCroix to PUMA -- roll out red-white-and-blue packaging, products and content to capture the nation&rsquos celebratory mood.

In the months leading up to summer, we typically sees a marked uptick in patriotic-themed creative projects. However, it&rsquos worth noting that since President Trump took office in 2016, the overall volume of overtly patriotic branding and design projects has declined around 26%.

Does this shift away from Americana-infused marketing a signify a real trend or is it just coincidence? We&rsquoll leave it for you to decide.

Either way, it&rsquos important for brands to slow down and ask themselves a few questions before jumping on this tried-and-true branding bandwagon.

Does patriotic messaging make sense for your audience? What really works, and what will just get lost in the 4th of July noise? Here are some tips for marketers planning ahead for next year&rsquos July 4 and for throughout the year:

  • Don&rsquot blindly jump on the trend without considering your customer base. For example, studies show that millennial and GenZ consumers are significantly less patriotic than their parents they are more culturally diverse, educated and socially progressive than any other generation. Context is everything, so take a moment to consider if your proposed imagery or messaging might be interpreted as polarizing rather than feel-good.
  • Is your brand authentically American, or do you provide a product or service that&rsquos generally considered to be uniquely American? If not, you risk turning off more skeptical customers. For example, Blue Bell ice cream&rsquos red, white and blue flavors, Coca-Cola and Tootsie Rolls&rsquo flag-themed packaging makes sense given the &ldquoAll American&rdquo image of these products. But if you&rsquore an international brand with a more universal product, (e.g., an Italian pasta brand, a Europe-based fashion brand, etc.), it&rsquos probably best to avoid something that could look disingenuous.
  • Don&rsquot let your creative be clichéd: there&rsquos more to America than flags and fireworks. For example, design experts have pointed out that the redesign of Air Force One by Trump intended to make it look &ldquomore American&rdquo actually completely obliterates the historically significant American design roots of the current plane. America has a wealth of history and stories that can influence creative work, so think outside the box to find inspiration for a unique celebration.
  • Do incorporate a meaningful, long-term cause that reflects American values. There have been some wonderful examples of brands taking a more sophisticated and meaningful approach to patriotic branding in recent years. For example, last year Budweiser went a step beyond its previous &ldquoAmerica&rdquo beer cans to the launch of a special edition Freedom Reserve Red Lager, inspired by a recipe found in George Washington&rsquos military journal. The brewer had veterans &mdash whose signatures were featured on the bottles &mdash make the beer, and a portion of the proceeds were then donated to Folds of Honor, a nonprofit supporting military families. By tying a campaign to a cause that appeals to fundamental social values, the likelihood of creating the desired feel-good reaction increases, and does some good along the way.

Rather than coming up with yet another article infused with why the President has surely signaled the start of The Apocalypse, perhaps this column itself identifies one root cause as to why Millennials and GenZ-ers are so less patriotic than their elders.
"4th of July" (used 3 times here) and zero mentions of "Independence" (1/2-point given for mentioning Geo. Washington's beer recipe brand with "Freedom" in the name) has apparently become "December 25" -- another day off of work devoid of meaning.
Perhaps if those generations were instead taught about "Independence Day" and the reasons for it, they wouldn't be so confused why it isn't observed on a Monday or a Friday so everyone could have another three-day weekend. (Think about that--moving the "4th" to another day!)
To those of us north of 50, it's a pity today's younger folks derive more meaning from May 4th or the 5th of May than they do, sigh, "July 4th" or "the 4th of July."

I, for one, appreciate the fact that you took the time to post a perfect example of why the article is valid. Whenever one group begins claiming that certain holidays are not being appreciated "properly" by another group, that holiday has essentially been co-opted.

So, enjoy "your" 4th of july.

Chuck: Sorry, I'm not part of a "group," nor am I a toady of "the Hair" in the WH. Just so bored that ev-er-y-thing has to political slant.( The DT 2 references were the author's, not mine)
Getting back to the premise of the article, which starts out "(The) Fourth of July is . "
-- Is it really too much to mention the proper name of the thing? I mean, it's not like we're expecting them to know from whom we won that Independence.

You identified yourself as part of a group when you made the claim that "Millennials and GenZ-ers are so less patriotic than their elders."

And to muddy the waters even more, here's what John Adams wrote to his wife Abigail about that holiday:

"The second day of July, 1776, will be the most memorable epoch in the history of America. I am apt to believe that it will be celebrated by succeeding generations as the great anniversary festival. It ought to be commemorated as the day of deliverance, by solemn acts of devotion to God Almighty. It ought to be solemnized with pomp and parade, with shows, games, sports, guns, bells, bonfires, and illuminations, from one end of this continent to the other, from this time forward forever more." - John Adams


What To Consider Before Jumping On Patriotic Branding Bandwagon

Fourth of July marks the annual high point of patriotic branding. It&rsquos the time of year companies across America -- from LaCroix to PUMA -- roll out red-white-and-blue packaging, products and content to capture the nation&rsquos celebratory mood.

In the months leading up to summer, we typically sees a marked uptick in patriotic-themed creative projects. However, it&rsquos worth noting that since President Trump took office in 2016, the overall volume of overtly patriotic branding and design projects has declined around 26%.

Does this shift away from Americana-infused marketing a signify a real trend or is it just coincidence? We&rsquoll leave it for you to decide.

Either way, it&rsquos important for brands to slow down and ask themselves a few questions before jumping on this tried-and-true branding bandwagon.

Does patriotic messaging make sense for your audience? What really works, and what will just get lost in the 4th of July noise? Here are some tips for marketers planning ahead for next year&rsquos July 4 and for throughout the year:

  • Don&rsquot blindly jump on the trend without considering your customer base. For example, studies show that millennial and GenZ consumers are significantly less patriotic than their parents they are more culturally diverse, educated and socially progressive than any other generation. Context is everything, so take a moment to consider if your proposed imagery or messaging might be interpreted as polarizing rather than feel-good.
  • Is your brand authentically American, or do you provide a product or service that&rsquos generally considered to be uniquely American? If not, you risk turning off more skeptical customers. For example, Blue Bell ice cream&rsquos red, white and blue flavors, Coca-Cola and Tootsie Rolls&rsquo flag-themed packaging makes sense given the &ldquoAll American&rdquo image of these products. But if you&rsquore an international brand with a more universal product, (e.g., an Italian pasta brand, a Europe-based fashion brand, etc.), it&rsquos probably best to avoid something that could look disingenuous.
  • Don&rsquot let your creative be clichéd: there&rsquos more to America than flags and fireworks. For example, design experts have pointed out that the redesign of Air Force One by Trump intended to make it look &ldquomore American&rdquo actually completely obliterates the historically significant American design roots of the current plane. America has a wealth of history and stories that can influence creative work, so think outside the box to find inspiration for a unique celebration.
  • Do incorporate a meaningful, long-term cause that reflects American values. There have been some wonderful examples of brands taking a more sophisticated and meaningful approach to patriotic branding in recent years. For example, last year Budweiser went a step beyond its previous &ldquoAmerica&rdquo beer cans to the launch of a special edition Freedom Reserve Red Lager, inspired by a recipe found in George Washington&rsquos military journal. The brewer had veterans &mdash whose signatures were featured on the bottles &mdash make the beer, and a portion of the proceeds were then donated to Folds of Honor, a nonprofit supporting military families. By tying a campaign to a cause that appeals to fundamental social values, the likelihood of creating the desired feel-good reaction increases, and does some good along the way.

Rather than coming up with yet another article infused with why the President has surely signaled the start of The Apocalypse, perhaps this column itself identifies one root cause as to why Millennials and GenZ-ers are so less patriotic than their elders.
"4th of July" (used 3 times here) and zero mentions of "Independence" (1/2-point given for mentioning Geo. Washington's beer recipe brand with "Freedom" in the name) has apparently become "December 25" -- another day off of work devoid of meaning.
Perhaps if those generations were instead taught about "Independence Day" and the reasons for it, they wouldn't be so confused why it isn't observed on a Monday or a Friday so everyone could have another three-day weekend. (Think about that--moving the "4th" to another day!)
To those of us north of 50, it's a pity today's younger folks derive more meaning from May 4th or the 5th of May than they do, sigh, "July 4th" or "the 4th of July."

I, for one, appreciate the fact that you took the time to post a perfect example of why the article is valid. Whenever one group begins claiming that certain holidays are not being appreciated "properly" by another group, that holiday has essentially been co-opted.

So, enjoy "your" 4th of july.

Chuck: Sorry, I'm not part of a "group," nor am I a toady of "the Hair" in the WH. Just so bored that ev-er-y-thing has to political slant.( The DT 2 references were the author's, not mine)
Getting back to the premise of the article, which starts out "(The) Fourth of July is . "
-- Is it really too much to mention the proper name of the thing? I mean, it's not like we're expecting them to know from whom we won that Independence.

You identified yourself as part of a group when you made the claim that "Millennials and GenZ-ers are so less patriotic than their elders."

And to muddy the waters even more, here's what John Adams wrote to his wife Abigail about that holiday:

"The second day of July, 1776, will be the most memorable epoch in the history of America. I am apt to believe that it will be celebrated by succeeding generations as the great anniversary festival. It ought to be commemorated as the day of deliverance, by solemn acts of devotion to God Almighty. It ought to be solemnized with pomp and parade, with shows, games, sports, guns, bells, bonfires, and illuminations, from one end of this continent to the other, from this time forward forever more." - John Adams


What To Consider Before Jumping On Patriotic Branding Bandwagon

Fourth of July marks the annual high point of patriotic branding. It&rsquos the time of year companies across America -- from LaCroix to PUMA -- roll out red-white-and-blue packaging, products and content to capture the nation&rsquos celebratory mood.

In the months leading up to summer, we typically sees a marked uptick in patriotic-themed creative projects. However, it&rsquos worth noting that since President Trump took office in 2016, the overall volume of overtly patriotic branding and design projects has declined around 26%.

Does this shift away from Americana-infused marketing a signify a real trend or is it just coincidence? We&rsquoll leave it for you to decide.

Either way, it&rsquos important for brands to slow down and ask themselves a few questions before jumping on this tried-and-true branding bandwagon.

Does patriotic messaging make sense for your audience? What really works, and what will just get lost in the 4th of July noise? Here are some tips for marketers planning ahead for next year&rsquos July 4 and for throughout the year:

  • Don&rsquot blindly jump on the trend without considering your customer base. For example, studies show that millennial and GenZ consumers are significantly less patriotic than their parents they are more culturally diverse, educated and socially progressive than any other generation. Context is everything, so take a moment to consider if your proposed imagery or messaging might be interpreted as polarizing rather than feel-good.
  • Is your brand authentically American, or do you provide a product or service that&rsquos generally considered to be uniquely American? If not, you risk turning off more skeptical customers. For example, Blue Bell ice cream&rsquos red, white and blue flavors, Coca-Cola and Tootsie Rolls&rsquo flag-themed packaging makes sense given the &ldquoAll American&rdquo image of these products. But if you&rsquore an international brand with a more universal product, (e.g., an Italian pasta brand, a Europe-based fashion brand, etc.), it&rsquos probably best to avoid something that could look disingenuous.
  • Don&rsquot let your creative be clichéd: there&rsquos more to America than flags and fireworks. For example, design experts have pointed out that the redesign of Air Force One by Trump intended to make it look &ldquomore American&rdquo actually completely obliterates the historically significant American design roots of the current plane. America has a wealth of history and stories that can influence creative work, so think outside the box to find inspiration for a unique celebration.
  • Do incorporate a meaningful, long-term cause that reflects American values. There have been some wonderful examples of brands taking a more sophisticated and meaningful approach to patriotic branding in recent years. For example, last year Budweiser went a step beyond its previous &ldquoAmerica&rdquo beer cans to the launch of a special edition Freedom Reserve Red Lager, inspired by a recipe found in George Washington&rsquos military journal. The brewer had veterans &mdash whose signatures were featured on the bottles &mdash make the beer, and a portion of the proceeds were then donated to Folds of Honor, a nonprofit supporting military families. By tying a campaign to a cause that appeals to fundamental social values, the likelihood of creating the desired feel-good reaction increases, and does some good along the way.

Rather than coming up with yet another article infused with why the President has surely signaled the start of The Apocalypse, perhaps this column itself identifies one root cause as to why Millennials and GenZ-ers are so less patriotic than their elders.
"4th of July" (used 3 times here) and zero mentions of "Independence" (1/2-point given for mentioning Geo. Washington's beer recipe brand with "Freedom" in the name) has apparently become "December 25" -- another day off of work devoid of meaning.
Perhaps if those generations were instead taught about "Independence Day" and the reasons for it, they wouldn't be so confused why it isn't observed on a Monday or a Friday so everyone could have another three-day weekend. (Think about that--moving the "4th" to another day!)
To those of us north of 50, it's a pity today's younger folks derive more meaning from May 4th or the 5th of May than they do, sigh, "July 4th" or "the 4th of July."

I, for one, appreciate the fact that you took the time to post a perfect example of why the article is valid. Whenever one group begins claiming that certain holidays are not being appreciated "properly" by another group, that holiday has essentially been co-opted.

So, enjoy "your" 4th of july.

Chuck: Sorry, I'm not part of a "group," nor am I a toady of "the Hair" in the WH. Just so bored that ev-er-y-thing has to political slant.( The DT 2 references were the author's, not mine)
Getting back to the premise of the article, which starts out "(The) Fourth of July is . "
-- Is it really too much to mention the proper name of the thing? I mean, it's not like we're expecting them to know from whom we won that Independence.

You identified yourself as part of a group when you made the claim that "Millennials and GenZ-ers are so less patriotic than their elders."

And to muddy the waters even more, here's what John Adams wrote to his wife Abigail about that holiday:

"The second day of July, 1776, will be the most memorable epoch in the history of America. I am apt to believe that it will be celebrated by succeeding generations as the great anniversary festival. It ought to be commemorated as the day of deliverance, by solemn acts of devotion to God Almighty. It ought to be solemnized with pomp and parade, with shows, games, sports, guns, bells, bonfires, and illuminations, from one end of this continent to the other, from this time forward forever more." - John Adams


What To Consider Before Jumping On Patriotic Branding Bandwagon

Fourth of July marks the annual high point of patriotic branding. It&rsquos the time of year companies across America -- from LaCroix to PUMA -- roll out red-white-and-blue packaging, products and content to capture the nation&rsquos celebratory mood.

In the months leading up to summer, we typically sees a marked uptick in patriotic-themed creative projects. However, it&rsquos worth noting that since President Trump took office in 2016, the overall volume of overtly patriotic branding and design projects has declined around 26%.

Does this shift away from Americana-infused marketing a signify a real trend or is it just coincidence? We&rsquoll leave it for you to decide.

Either way, it&rsquos important for brands to slow down and ask themselves a few questions before jumping on this tried-and-true branding bandwagon.

Does patriotic messaging make sense for your audience? What really works, and what will just get lost in the 4th of July noise? Here are some tips for marketers planning ahead for next year&rsquos July 4 and for throughout the year:

  • Don&rsquot blindly jump on the trend without considering your customer base. For example, studies show that millennial and GenZ consumers are significantly less patriotic than their parents they are more culturally diverse, educated and socially progressive than any other generation. Context is everything, so take a moment to consider if your proposed imagery or messaging might be interpreted as polarizing rather than feel-good.
  • Is your brand authentically American, or do you provide a product or service that&rsquos generally considered to be uniquely American? If not, you risk turning off more skeptical customers. For example, Blue Bell ice cream&rsquos red, white and blue flavors, Coca-Cola and Tootsie Rolls&rsquo flag-themed packaging makes sense given the &ldquoAll American&rdquo image of these products. But if you&rsquore an international brand with a more universal product, (e.g., an Italian pasta brand, a Europe-based fashion brand, etc.), it&rsquos probably best to avoid something that could look disingenuous.
  • Don&rsquot let your creative be clichéd: there&rsquos more to America than flags and fireworks. For example, design experts have pointed out that the redesign of Air Force One by Trump intended to make it look &ldquomore American&rdquo actually completely obliterates the historically significant American design roots of the current plane. America has a wealth of history and stories that can influence creative work, so think outside the box to find inspiration for a unique celebration.
  • Do incorporate a meaningful, long-term cause that reflects American values. There have been some wonderful examples of brands taking a more sophisticated and meaningful approach to patriotic branding in recent years. For example, last year Budweiser went a step beyond its previous &ldquoAmerica&rdquo beer cans to the launch of a special edition Freedom Reserve Red Lager, inspired by a recipe found in George Washington&rsquos military journal. The brewer had veterans &mdash whose signatures were featured on the bottles &mdash make the beer, and a portion of the proceeds were then donated to Folds of Honor, a nonprofit supporting military families. By tying a campaign to a cause that appeals to fundamental social values, the likelihood of creating the desired feel-good reaction increases, and does some good along the way.

Rather than coming up with yet another article infused with why the President has surely signaled the start of The Apocalypse, perhaps this column itself identifies one root cause as to why Millennials and GenZ-ers are so less patriotic than their elders.
"4th of July" (used 3 times here) and zero mentions of "Independence" (1/2-point given for mentioning Geo. Washington's beer recipe brand with "Freedom" in the name) has apparently become "December 25" -- another day off of work devoid of meaning.
Perhaps if those generations were instead taught about "Independence Day" and the reasons for it, they wouldn't be so confused why it isn't observed on a Monday or a Friday so everyone could have another three-day weekend. (Think about that--moving the "4th" to another day!)
To those of us north of 50, it's a pity today's younger folks derive more meaning from May 4th or the 5th of May than they do, sigh, "July 4th" or "the 4th of July."

I, for one, appreciate the fact that you took the time to post a perfect example of why the article is valid. Whenever one group begins claiming that certain holidays are not being appreciated "properly" by another group, that holiday has essentially been co-opted.

So, enjoy "your" 4th of july.

Chuck: Sorry, I'm not part of a "group," nor am I a toady of "the Hair" in the WH. Just so bored that ev-er-y-thing has to political slant.( The DT 2 references were the author's, not mine)
Getting back to the premise of the article, which starts out "(The) Fourth of July is . "
-- Is it really too much to mention the proper name of the thing? I mean, it's not like we're expecting them to know from whom we won that Independence.

You identified yourself as part of a group when you made the claim that "Millennials and GenZ-ers are so less patriotic than their elders."

And to muddy the waters even more, here's what John Adams wrote to his wife Abigail about that holiday:

"The second day of July, 1776, will be the most memorable epoch in the history of America. I am apt to believe that it will be celebrated by succeeding generations as the great anniversary festival. It ought to be commemorated as the day of deliverance, by solemn acts of devotion to God Almighty. It ought to be solemnized with pomp and parade, with shows, games, sports, guns, bells, bonfires, and illuminations, from one end of this continent to the other, from this time forward forever more." - John Adams


What To Consider Before Jumping On Patriotic Branding Bandwagon

Fourth of July marks the annual high point of patriotic branding. It&rsquos the time of year companies across America -- from LaCroix to PUMA -- roll out red-white-and-blue packaging, products and content to capture the nation&rsquos celebratory mood.

In the months leading up to summer, we typically sees a marked uptick in patriotic-themed creative projects. However, it&rsquos worth noting that since President Trump took office in 2016, the overall volume of overtly patriotic branding and design projects has declined around 26%.

Does this shift away from Americana-infused marketing a signify a real trend or is it just coincidence? We&rsquoll leave it for you to decide.

Either way, it&rsquos important for brands to slow down and ask themselves a few questions before jumping on this tried-and-true branding bandwagon.

Does patriotic messaging make sense for your audience? What really works, and what will just get lost in the 4th of July noise? Here are some tips for marketers planning ahead for next year&rsquos July 4 and for throughout the year:

  • Don&rsquot blindly jump on the trend without considering your customer base. For example, studies show that millennial and GenZ consumers are significantly less patriotic than their parents they are more culturally diverse, educated and socially progressive than any other generation. Context is everything, so take a moment to consider if your proposed imagery or messaging might be interpreted as polarizing rather than feel-good.
  • Is your brand authentically American, or do you provide a product or service that&rsquos generally considered to be uniquely American? If not, you risk turning off more skeptical customers. For example, Blue Bell ice cream&rsquos red, white and blue flavors, Coca-Cola and Tootsie Rolls&rsquo flag-themed packaging makes sense given the &ldquoAll American&rdquo image of these products. But if you&rsquore an international brand with a more universal product, (e.g., an Italian pasta brand, a Europe-based fashion brand, etc.), it&rsquos probably best to avoid something that could look disingenuous.
  • Don&rsquot let your creative be clichéd: there&rsquos more to America than flags and fireworks. For example, design experts have pointed out that the redesign of Air Force One by Trump intended to make it look &ldquomore American&rdquo actually completely obliterates the historically significant American design roots of the current plane. America has a wealth of history and stories that can influence creative work, so think outside the box to find inspiration for a unique celebration.
  • Do incorporate a meaningful, long-term cause that reflects American values. There have been some wonderful examples of brands taking a more sophisticated and meaningful approach to patriotic branding in recent years. For example, last year Budweiser went a step beyond its previous &ldquoAmerica&rdquo beer cans to the launch of a special edition Freedom Reserve Red Lager, inspired by a recipe found in George Washington&rsquos military journal. The brewer had veterans &mdash whose signatures were featured on the bottles &mdash make the beer, and a portion of the proceeds were then donated to Folds of Honor, a nonprofit supporting military families. By tying a campaign to a cause that appeals to fundamental social values, the likelihood of creating the desired feel-good reaction increases, and does some good along the way.

Rather than coming up with yet another article infused with why the President has surely signaled the start of The Apocalypse, perhaps this column itself identifies one root cause as to why Millennials and GenZ-ers are so less patriotic than their elders.
"4th of July" (used 3 times here) and zero mentions of "Independence" (1/2-point given for mentioning Geo. Washington's beer recipe brand with "Freedom" in the name) has apparently become "December 25" -- another day off of work devoid of meaning.
Perhaps if those generations were instead taught about "Independence Day" and the reasons for it, they wouldn't be so confused why it isn't observed on a Monday or a Friday so everyone could have another three-day weekend. (Think about that--moving the "4th" to another day!)
To those of us north of 50, it's a pity today's younger folks derive more meaning from May 4th or the 5th of May than they do, sigh, "July 4th" or "the 4th of July."

I, for one, appreciate the fact that you took the time to post a perfect example of why the article is valid. Whenever one group begins claiming that certain holidays are not being appreciated "properly" by another group, that holiday has essentially been co-opted.

So, enjoy "your" 4th of july.

Chuck: Sorry, I'm not part of a "group," nor am I a toady of "the Hair" in the WH. Just so bored that ev-er-y-thing has to political slant.( The DT 2 references were the author's, not mine)
Getting back to the premise of the article, which starts out "(The) Fourth of July is . "
-- Is it really too much to mention the proper name of the thing? I mean, it's not like we're expecting them to know from whom we won that Independence.

You identified yourself as part of a group when you made the claim that "Millennials and GenZ-ers are so less patriotic than their elders."

And to muddy the waters even more, here's what John Adams wrote to his wife Abigail about that holiday:

"The second day of July, 1776, will be the most memorable epoch in the history of America. I am apt to believe that it will be celebrated by succeeding generations as the great anniversary festival. It ought to be commemorated as the day of deliverance, by solemn acts of devotion to God Almighty. It ought to be solemnized with pomp and parade, with shows, games, sports, guns, bells, bonfires, and illuminations, from one end of this continent to the other, from this time forward forever more." - John Adams


What To Consider Before Jumping On Patriotic Branding Bandwagon

Fourth of July marks the annual high point of patriotic branding. It&rsquos the time of year companies across America -- from LaCroix to PUMA -- roll out red-white-and-blue packaging, products and content to capture the nation&rsquos celebratory mood.

In the months leading up to summer, we typically sees a marked uptick in patriotic-themed creative projects. However, it&rsquos worth noting that since President Trump took office in 2016, the overall volume of overtly patriotic branding and design projects has declined around 26%.

Does this shift away from Americana-infused marketing a signify a real trend or is it just coincidence? We&rsquoll leave it for you to decide.

Either way, it&rsquos important for brands to slow down and ask themselves a few questions before jumping on this tried-and-true branding bandwagon.

Does patriotic messaging make sense for your audience? What really works, and what will just get lost in the 4th of July noise? Here are some tips for marketers planning ahead for next year&rsquos July 4 and for throughout the year:

  • Don&rsquot blindly jump on the trend without considering your customer base. For example, studies show that millennial and GenZ consumers are significantly less patriotic than their parents they are more culturally diverse, educated and socially progressive than any other generation. Context is everything, so take a moment to consider if your proposed imagery or messaging might be interpreted as polarizing rather than feel-good.
  • Is your brand authentically American, or do you provide a product or service that&rsquos generally considered to be uniquely American? If not, you risk turning off more skeptical customers. For example, Blue Bell ice cream&rsquos red, white and blue flavors, Coca-Cola and Tootsie Rolls&rsquo flag-themed packaging makes sense given the &ldquoAll American&rdquo image of these products. But if you&rsquore an international brand with a more universal product, (e.g., an Italian pasta brand, a Europe-based fashion brand, etc.), it&rsquos probably best to avoid something that could look disingenuous.
  • Don&rsquot let your creative be clichéd: there&rsquos more to America than flags and fireworks. For example, design experts have pointed out that the redesign of Air Force One by Trump intended to make it look &ldquomore American&rdquo actually completely obliterates the historically significant American design roots of the current plane. America has a wealth of history and stories that can influence creative work, so think outside the box to find inspiration for a unique celebration.
  • Do incorporate a meaningful, long-term cause that reflects American values. There have been some wonderful examples of brands taking a more sophisticated and meaningful approach to patriotic branding in recent years. For example, last year Budweiser went a step beyond its previous &ldquoAmerica&rdquo beer cans to the launch of a special edition Freedom Reserve Red Lager, inspired by a recipe found in George Washington&rsquos military journal. The brewer had veterans &mdash whose signatures were featured on the bottles &mdash make the beer, and a portion of the proceeds were then donated to Folds of Honor, a nonprofit supporting military families. By tying a campaign to a cause that appeals to fundamental social values, the likelihood of creating the desired feel-good reaction increases, and does some good along the way.

Rather than coming up with yet another article infused with why the President has surely signaled the start of The Apocalypse, perhaps this column itself identifies one root cause as to why Millennials and GenZ-ers are so less patriotic than their elders.
"4th of July" (used 3 times here) and zero mentions of "Independence" (1/2-point given for mentioning Geo. Washington's beer recipe brand with "Freedom" in the name) has apparently become "December 25" -- another day off of work devoid of meaning.
Perhaps if those generations were instead taught about "Independence Day" and the reasons for it, they wouldn't be so confused why it isn't observed on a Monday or a Friday so everyone could have another three-day weekend. (Think about that--moving the "4th" to another day!)
To those of us north of 50, it's a pity today's younger folks derive more meaning from May 4th or the 5th of May than they do, sigh, "July 4th" or "the 4th of July."

I, for one, appreciate the fact that you took the time to post a perfect example of why the article is valid. Whenever one group begins claiming that certain holidays are not being appreciated "properly" by another group, that holiday has essentially been co-opted.

So, enjoy "your" 4th of july.

Chuck: Sorry, I'm not part of a "group," nor am I a toady of "the Hair" in the WH. Just so bored that ev-er-y-thing has to political slant.( The DT 2 references were the author's, not mine)
Getting back to the premise of the article, which starts out "(The) Fourth of July is . "
-- Is it really too much to mention the proper name of the thing? I mean, it's not like we're expecting them to know from whom we won that Independence.

You identified yourself as part of a group when you made the claim that "Millennials and GenZ-ers are so less patriotic than their elders."

And to muddy the waters even more, here's what John Adams wrote to his wife Abigail about that holiday:

"The second day of July, 1776, will be the most memorable epoch in the history of America. I am apt to believe that it will be celebrated by succeeding generations as the great anniversary festival. It ought to be commemorated as the day of deliverance, by solemn acts of devotion to God Almighty. It ought to be solemnized with pomp and parade, with shows, games, sports, guns, bells, bonfires, and illuminations, from one end of this continent to the other, from this time forward forever more." - John Adams


Watch the video: Pepsi (May 2022).