Why Coca-Cola is unveiling new, patriotic cans
Coca-Cola is launching a limited-edition red, white, and blue can for Memorial Day.聽
The company鈥檚 new design 鈥� dubbed the 鈥淚鈥檓 proud to be an America鈥� edition 鈥� commemorates Coca-Cola鈥檚 75-year partnership with the United Service Organizations (USO), which provides entertainment and aid to service members while overseas. When a service member visits one of the (in countries such as Afghanistan, Kuwait, Iraq, and South Korea) he or she can have a meal, call a loved one, or relax while watching a movie.
鈥淪ince the organization鈥檚 very beginning in 1941, the USO has been near and dear to us,鈥� said Erika von Heiland Strader, director of community marketing at Coca-Cola North America, . 鈥淭he patriotic graphics on special 16 oz. cans and multiple club packs are a small way of saying thanks to the USO for all they do.鈥澛�
The redesign is also part of the Coca-Cola鈥檚 Campaign to Connect project, a joint effort between Coca-Cola and USO to send one million messages of support to the nation鈥檚 military service members.
As of Sunday, had been sent.
Campaign to Connect is in response to a recent survey which found that believe that the US public does not understand the sacrifices they make for the country. The survey also found that 37 percent of US service members feel under-appreciated.
鈥淚t鈥檚 our way of celebrating our partnership with Coca-Cola and helping everyone show their support for our service members,鈥� , USO鈥檚 director of marketing and advertising, in Coca-Cola鈥檚 press release in response to the joint campaign.聽
But Coca-Cola鈥檚 design change can also be seen as an effective marketing tactic.
Not only is Memorial Day Monday, a federal holiday for US citizens to remember soldiers who died serving in the US armed forces, but Independence Day is also less than two months away, when the entire United States will celebrate the country鈥檚 independence from Great Britain on July 4.
鈥淭hey inspire consumers to feel a little boost of nationalistic pride, and the advertisements work because they play into the notions of consumers wanting to support something 鈥榣ocal鈥� (that is, American, rather than made overseas),鈥� explains Solomon Thimothy, founder and CEO of . However, 鈥渋t does not seem to matter if the brand actually is American or patriotic, or if their products are produced on American soil. What seems to matter is how well these brands market to people for whom patriotism and pride in their country is an important value.鈥�
Earlier this month, Anheuser-Busch made a similar patriotic redesign.聽
From May 23 until the presidential election in November, Budweiser beer will be renamed "America" on the front of all 12-oz. cans and bottles to remind consumers to 鈥� upon which the country was first built,鈥� and to benefit from positive consumer connotations as well as free marketing, . 聽聽聽
鈥淭he brand is also modifying Budweiser鈥檚 iconic label to add copy that is central to American history, including phrases from the Pledge of Allegiance and lyrics from 鈥楾he Star Spangled Banner鈥� and 鈥楢merica the Beautiful,鈥� . 鈥淭hese cans and bottles aim to inspire drinkers to celebrate America and Budweiser鈥檚 shared values of freedom and authenticity.鈥�
