The pandemic has challenged American exceptionalism and starkly highlighted the country’s divides. Foreshadowing the need to rethink patriotic marketing, Budweiser’s January 2020 ‘Typical America’ ad offers an example of how to nail mass-market appeal among a polarised population.
Motivated by health and wellness, and turned off by an old-fashioned binge drinking culture, Gen Yers are drinking less and on the lookout for drinks that provide a buzz, but don’t leave any regrets the next day.
Amid economic and political turbulence, the idea that anyone can see success in the US is being increasingly questioned. Canvas8 polled 1,000 Americans and spoke to thirteen people to find out whether they think the American Dream still exists and whether it’s achievable.
A lot of businesses traffic in American exceptionalism, tapping into national pride as part of their creative comms and brand identity. But while such aspirational messaging used to resonate with Americans – and many people around the world – will COVID-19 make this narrative less appealing?
As the mercury continues to rise and summer is finally within our grasp, people start to think about how to while away those lazy, hazy weekends. Enter Lake Life Vodka, the newest offering from New Holland Spirits – inspired by Michiganders’ love of summer lake culture.