Marketers are treading carefully, yet decisively into the Fourth of July celebrations this year, when the US marks the sesquicentennial of its independence.
“The sponsorship response has been incredible,” said Rosie Rios, chair of America250, the bipartisan commission set up by Congress in 2016 to organize the celebration. “People understand this is bigger than any one event or campaign. It’s a once-in-a-generation opportunity to bring Americans together and celebrate the values that connect us.”
America250 had set a “350 for 250” goal to engage all 350 million US residents in the celebration through a grassroots partnership between communities, marketers and the commission, and the momentum is encouraging. “No politics. Just purpose,” said Rios.
Audiences are hungry for moments of connection, which is why marketers are embracing this effort and America250 continues to welcome new sponsors and partners, said Rios.
“What’s exciting is not just the number of organizations stepping up, but the diversity of those partners and the creativity they’re bringing to the table,” she said.
Many of the brands making a big splash are not coincidentally those most associated with patriotism. The annual Brand Keys Most Patriotic Brands Survey found the top names have a strong overlap with the America250 sponsors. The top two, Jeep and Coca-Cola, have both launched large-scale campaigns. Among the others in the top ten, Amazon and Wal-Mart are both America250 sponsors and have dedicated part of their retail space to patriotic merchandising.
When it comes to patriotic advertising, ”the audience is essentially balanced for political affiliation,” says Robert Passikoff, founder and president of Brand Keys. And they’re not only balanced for political views, but also for age, gender and other demographic factors.
“There is a certain consistency that says: Yes, society changes, where we live changes,” says Passikoff. “But these brands still resonate. These brands are still meaningful. These brands are still ones—and I think that’s critical—where consumers emotionally see the fact that they are patriotic brands.“
Transforming engagement
Even in a polarized political environment, brands are launching efforts combining the celebration with experiences, promotions and tie-ins—including entertainment, educational and charitable activities—that go far beyond a holiday weekend sale or a float in a parade.
During the recent call with analysts, Henrique Gnani Braun, chief executive officer of The Coca-Cola Co. noted the brand’s participation in the 250th anniversary celebration is a multichannel interactive effort, like many of the brand’s recent initiatives. He explained it not only includes campaign content and consumer rewards, but also offers chances to connect with retailers “transforming engagement of the consumers all the way down to transactions.”
Coca-Cola’s efforts include special packaging with collectible “state cans” and entry to an instant-win game and an “America250 Win the Weekend Sweepstakes” awarding cruises and other prizes. The brand will also carry out a number of community initiatives with its bottlers and local partners, such as a “Paint the Nation,” which will create dozens of murals in collaboration with local artists.
“This historic celebration is a unique, once-in-a-generation opportunity to honor the principles deeply woven into Coca-Cola’s fabric: pausing and reflecting on our nation’s past, honoring the contributions of all Americans, and looking to the future that we want to create for the next generation and beyond,” said a Coca-Cola spokesperson.
The Jeep brand – which consistently rates as the most patriotic with consumers – is celebrating the occasion with a tie-in with Marvel and the most iconic superhero in the franchise: Captain America. The car effort is part of a year-long effort also involving parent Stellantis’ Chrysler, Dodge, and Ram brands. The car company even wrapped its Chrysler Technology center in Auburn Hills with 250th anniversary signage and its campaign tagline: “America Made Us.”
“Being part of America250 is both a privilege and a promise — to honor the grit, the freedom and the relentless spirit of a nation that drives our company forward, and to celebrate the people whose stories continue to fuel everything our four iconic US brands create,” said Olivier Francois, global chief marketing officer of Stellantis.
Walt Disney Co., another of the top ten patriotic brands that’s also an America250 partner, has included all its media properties – including ABC, Hulu and ESPN in special programming, culminating with a multiplatform special on July 4. Disney also launched an effort on Veterans’ Day centered on military personnel and families. The activation includes special merchandise in its resort shops; special events, experiences and programming targeting military families and a partnership with the charity Blue Star Families.
Food and flags
Military servicemembers and their families are a focus of many efforts that combine corporate giving with the anniversary celebration. Several advertisers including Conagra and Jones Soda are partnering with Folds of Honor, a nonprofit providing scholarships to children of fallen and disabled service members.
Charitable efforts are a big part of many brands’ participation in this holiday. Bank of America made a $5 million founding gift to start development of a Theodore Roosevelt presidential library and committed to a sponsorship of the Smithsonian Institution’s National Portrait Galley to support the conservation of its Hall of Presidents portraits as part of its 250 anniversary efforts. The donations are part of a wide-ranging effort by the Bank, another America250 sponsor.
Many brands are leaning into particular traditions and customs that are part of Americana, especially foodways. Cracker Barrel restaurant chain partnered with America250 to launch in-store experiences and limited-time menu offerings. The streaming brand Chef’s Table is partnering on the official America250 Cookbook, and creating a program, Americana Dinner Series. The delivery service GoldBelly is curating 250 Dishes That Made America, a national storytelling project, an Official State Dish Registry, and an Official America250 online food storefront.
Kraft Heinz and America250 sponsor that will be a player at the tentpole events on the Fourth Of July, is commemorating its part in the nation’s foods with a cookbook, part of a multimedia campaign featuring its many iconic food brands. The United Tastes of America effort also includes limited-time commemorative products such as Velveeta star- and USA-shaped noodles, and star-shaped Ore-Ida Star and many brands will be wrapped in red, white and blue packaging designed for the festivities.
Many brands are literally wrapping themselves in the flag. Sugar packager ASR Group will wrap its brands Domino and C&H Sugar in commemorative packaging, and Insurer Woodmen Life announced it would present commemorative Betsy Ross flags to 250 communities around the country as part of a national tour culminating on Flag Day, June 14.
Southwest Airlines, another America250 sponsor, introduced planes with red-white-and-blue flag motif, “special livery from the airline that is known for democratizing the skies,” said a spokesperson. The airline also announced it would expand its public-service efforts in honor of the 250th anniversary. “You’ll also see our livery show up in some fun places as we continue to celebrate this milestone in our nation’s history,” said the spokesperson.
Rival American Airlines, also an America250 partner, also unveiled commemorative aircraft, and is carrying on other activities. The airline is combining the celebration with its own centennial observance.
“American is proud to partner with America250 at such a meaningful moment for our country and our airline,” said chief marketing officer Caroline Clayton. “We’re honored to help carry this once-in-a-generation celebration across our network and into communities around the world.”
Only once in 250 years
Marketers can’t afford to sit out the celebration because of the sheer importance and scope of it, says Passikoff. It will be a very large and important occasion and a marketing platform few brands want to pass up, they just need to “stick to the celebration of 250 years,” he said.
“I don’t want to miss an opportunity that comes along once in 250 years,“ Passikoff said. “I don’t see a need to make it political.“
Passikoff draws a distinction between branding using patriotism as a value and marketing the holiday with a sale or promotional event. Consumers expect the sales and see through them, but the branding comes with the emotion, he explains.
“Consumers are both smarter and more cynical than they’ve ever been. They’re also more political than they’ve ever been,” says Passikoff. “Celebrate within the context of your brand and how it fits into the celebration. Don’t try and shoehorn stuff.”
A recent survey found 62% of Americans feel personally invested in the celebration, and two-thirds think brands that become involved can make a positive impact. But it warned marketers should proceed with caution: While 75% feel the anniversary is a marketing opportunity for brands to celebrate the country, 58% also felt it could feel insincere.
The feedback from audiences has been very positive, says Rios. “The energy has been amazing,” she said. It’s been especially meaningful to see how personal local and community events become to the public, she noted.
A number of upcoming events will provide opportunities for massive engagement, such as the charitable effort Giving 4th and the connected broadcast benefit show airing from New York’s Times Square, Rios said.
“Our goal has always been to build something that continues long after the fireworks,” she said “Stay tuned because we still have some very exciting announcements ahead.”
