Patriotism has been a way to market goods for a long time. Donald Trump’s sustaining momentum and popularity are now inspiring American food companies to adopt patriotic marketing strategy.
In an interview with Fox News, Trump was asked whether his “Make America Great Again” speech, which evoked a sense of nationalism among his supporters, has inspired food companies’ nationalistic campaigns. Trump said, “I think so”, and continued, “they’re so impressed with what our country will become, that they decided to do this before the fact.”
Trump’s interview may sound absurd and biased to his critics. However, many industries regard patriotism as the main point of Trump’s campaign slogan and use this as their marketing strategy.
Patriotic marketing involves the use of promotional strategies that convey a sense of national pride. Coca Cola, the most popular American carbonated soft drink company, has produced limited edition of new cans to celebrate its 75-year partnership with the United Service Organizations. Conveying a similar message to Trump’s “Make America Great Again” slogan, these patriotically themed soda cans feature the lyrics from the famous song, “I’m Proud to be an American”.
Coca Cola is not the only company that utilizes patriotic marketing. Some companies are taking more drastic measures. Budweiser, for instance, now attracts more customers by changing its brand font into “America” on its beer cans.
The Hershey Company is also changing the instantly recognizable packaging designs of its chocolate to create its own patriotic special-edition. The iconic silver lettering used for past 122 years now features red, white and blue elements to represent the colors of the American flag.
Sarah Caver, a customer who bought Hershey’s new chocolate from a local grocery store, told JSR, “I think such a trend is beneficial in increasing a company’s profit because the customer, including myself, would now have a reason to buy the product, motivated by his or her patriotism and pride as an American.”
Not only food companies take advantage of patriotic marketing. Local business and chain stores also effectively use consumers’ sentiments to increase profit for their products.
Rebecca Onanian, a woman who works in Forever 21, told JSR, “as a person who works in a shopping district, it is interesting to see how so many of our customers buy summer clothing with American flag print. I think these many customers prefer to buy this type of clothing because it is the perfect way to show their pride as Americans.”
Companies looking for a way to position their business that appeals to a broad consumer base often regard patriotic techniques as a beneficial strategy to utilize. By forming an emotional connection with their customers, business owners who pursue patriotism as their marketing strategy attract more customers to buy their goods.