A separate campaign for Bud Light that began during the Super Bowl harps on a similar theme. It features commercials with comedians Seth Rogen and Amy Schumer, who go on a mock election trail heralding the power of Bud Light to bring people together.
“This is going to be the most patriotic summer that this generation has ever seen -- with the Olympics, COPA America, the 100th anniversary of the National Park and the presidential race,” Marques said. “We want this packaging to inspire people to celebrate America and Budweiser’s shared love for freedom and authenticity.”
Still, the push has drawn some flak on social media from critics, who note that Budweiser’s parent company is based in Belgium.
Coke Cans
AB InBev has plenty of company in waving the flag. Coca-Cola Co. is creating a limited addition can with the lyrics of “I’m Proud to Be an American” in honor of the 75th anniversary of the United Service Organizations.
MillerCoors is changing top and bottom case panels on Miller Lite packaging so that retailers can build a display that looks like the Stars and Stripes, according to spokesman Jonathan Stern.
“We’ll also continue our partnership with Guy Fieri talking about grilling, the quintessential American activity,” he said.
Wal-Mart pledged in 2013 to purchase about $250 billion in products made in the U.S. by 2023. The company is working with suppliers to help them find ways to add domestic manufacturing jobs, and Wal-Mart holds an annual summit to connect with companies making products in the U.S.
The effort hasn’t been with out controversy, though. The company was investigated last year by the Federal Trade Commission over whether it was mislabeling products on its website as domestically manufactured. Wal-Mart eventually removed the “Made in the USA” logo from its website to help resolve the investigation.
U.S.-based brands aren’t the only ones to use patriotism as a marketing strategy.