Advertising will be waving the flag a bit more than usual this Fourth of July. Setting aside politics, brands are marking the holiday by finding ways to connect their core values to the patriotic celebrations.
Next year, the country will celebrate the 250th anniversary of the Declaration of Independence.
“People are getting excited that this one-year count-up is on its way,” said Rosie Rios, chair of America250, the bipartisan commission set up by Congress in 2016 to organize the celebration. America250 has lined up a roster of major advertisers to support its initiatives, including Stellantis—the automaker parent of Chrysler, Jeep, Dodge and RAM—as well as Coca-Cola Co., Walmart, Fedex, Amazon and more. The commission is committed to match its federal funds with private support dollar-for-dollar or better, said Rios, so more partners and events will be announced.
America250 is hosting a number of events over the holiday this year, continuing through next year, tying to the 2026 FIFA World Cup in North America, and beyond, to the Los Angeles Olympics in 2028. Advertisers will be collaborating in a number of events, including a series of Main Street events nationwide to support “Our American Story,” an oral history project collecting stories from Americans of all walks of life. The events, held at Walmart parking lots, will also feature products and activations from the other America250 partners.
“It’s About Pride”
Stellantis has literally wrapped itself in the flag, draping its Chrysler Technology center in Auburn Hills with 250th anniversary signage and its campaign tagline “America Made Us.” Stellantis brands will provide fleet vehicles for the America250 effort, display its cars at events and launch commemorative A250 limited-edition models.
Lucy McLellan, SVP and head of marketing at Stellantis acknowledged that Stellantis has taken flak for being a multinational company with manufacturing worldwide, but she countered that the company is “a house of American brands,” many of which woven into the fabric of society. [McLellan announced she is leaving Stellantis for T-Mobile after doing the interview].
“It’s not just about patriotism, it’s about pride,” she said. Multiple generations of employees, dealers, suppliers and customers take pride in their long relationships, she said: The new effort is “going to the roots and souls of our brands.”
For the company, it’s a combination of its brand DNA and its own milestones—Chrysler’s centennial and Jeep’s 85th anniversary—that make this a strategic win on many fronts, said McLellan. It kicked off a yearlong celebration with a video released on social media that sought to recapture the feel of its famous 2011 Super Bowl campaign “Imported from Detroit.”
“Being part of America’s 250th anniversary is not just about patriotism, it’s about pride and celebrating this country,” McLellan said.
Products of all kinds will wave the flag this holiday. Sausage maker Johnsonville noted three quarters of Americans feel they’re spending less time with others, so the brand is starting the celebration early: A contest will give away 249-link sausage variety packs to 249 winners the week of June 30.
“America needs fun now. We’re encouraging people to celebrate our 249th because many of us agree that having fun together is an important part of making progress,” said Jamie Schmelzer, vice president of marketing at Johnsonville, in a statement.
Consumers are measurably more patriotic this year. The 24th annual survey from research firm Brand Keys found 85% of respondents rating patriotism as “extremely” or “very” important, up five points from last year.
“That’s the value of values. The right value—in this case patriotism—leads to higher engagement,” said Robert Passikoff, president of Brand Keys. “It’s something worth possessing, even if you’re not leveraging it other than July 4th.”
But Passikoff warned against “performative” patriotism. It takes more than wrapping the product in the flag to create that halo effect and engage consumers. He noted how Nike had to recall a “Betsy Ross” flag sneaker it launched just before July 4, 2019, and Under Armour faced a similar backlash when it issued a t-shirt with a design of basketball players imitating the famous World War II photo of the flag raising in Iwo Jima.
“The first rule is: Who are you, and where do you think there’s some level of resonance to be able to stand up and say ‘I’m considered a patriotic brand?‘” said Passikoff.
Jeep – first in the patriotic brand survey – is a great example of how a brand becomes a patriotic symbol. “Jeep has won every war we have been in,” said Passikoff. “That becomes part of the value system and the DNA of the brand.”
Those connections are important, because so much brand preference is emotional, said Passikoff. Disney—seventh in the Brand Keys list—is a global corporation, but “is there something more American than the Main Street Parade?” he asked.
Made in America
Brands are leaning into “Made in America” messaging as the political environment encourages more consumption of domestic products and imports may lose ground in the market under the regime of strict trade tariffs proposed by the White House.
Anheuser-Busch said it would invest $300 million in its facilities across the United States as part of a commitment to creating and sustaining jobs in the country. As part of the pledge, the company introduced a :60 spot, entitled “Brewing Futures,” that highlights the brand’s 168 years of providing jobs for American workers as a mainstay of communities throughout the country.
PATH, a maker of sustainable water bottles, launched a limited-edition red-white-and-blue design for Fourth of July, stressing both its commitment to sustainability and its domestic manufacturing. “This launch is a nod to our roots and a reminder that sustainability can be patriotic, practical, and powerful,” said CMO Ali Orabi, in a statement.
“We’re starting to see some of these companies that really are touting to the public-facing customer that they are proud to be made in the USA,” said Michelle Abdow, president and CEO of full-service agency Market Mentors, in Springfield, Mass.
Brands that are fully USA-made tend to be priced higher, so that positioning usually carries a higher price tag that could be seen as a hurdle for consumers. But if the tariffs have the intended effect, those brands will now have a level playing field, said Abdow. One survey found that while only 14% of consumers say they have changed their buying habits in response to tariffs, 79% claim they would be more likely to buy U.S.-made products if tariffs significantly affected prices.
But companies don’t have to be 100% Made in America to be considered patriotic, said Pasikoff. They can also demonstrate patriotism by supporting veterans or supporting technological innovation at home, he explained. The location of factories “becomes less of an issue if there are superior values at play.” Apple, which has taken flak for depending on Chinese manufacturing, moved to fifth from eighth place last year among Brand Keys’s list of patriotic companies, because it stands for American innovation, said Passikoff.
Anyone can say they are made in the USA; but it takes more to communicate that message effectively, said Abdow. A brand has the proof points to show it is an American company that supports living wages and domestic production and manufacturing, “then (show) how it aligns with your company’s mission and vision, and then bringing it to life in your marketing.”
Abdow noted Excel Dryer, a 15-year agency client, has always leaned into their “American Made” positioning. In the midst of the tariff talk, its PR efforts have been increasingly successful. It recently was featured in a story on the front page of the Washington Post.
“What we’re finding is there are some shared values… and not making it about the divisiveness of politics,” said Abdow. Brands can make their message communicate those values about quality, craftsmanship and supporting communities by bringing jobs, she said.
“Who would hate the opportunity to promote our country and the fact that we can bring jobs here and we produce things?” asked Abdow. “I don’t think there is a negative at all.”
