The U.S. is turning 250 years old this summer, and the retail industry is feeling patriotic. CPG giants like Coca-Cola and General Mills are pulling out all the stops, releasing limited-edition packaging and accompanying marketing campaigns. General Mills, for example, is releasing limited-time patriotic packaging on 79 products.
Still, the occasion comes at a challenging time for the retail industry. The country faces political division and a volatile economy, as gas prices remain high.
But surveys indicate that Americans are showing early signs of excitement for the anniversary. According to an M Booth survey, 62% of Americans say the 250th anniversary is personally important to them, with eight out of 10 saying it’s a moment to celebrate the country’s history, achievements and values. Moreover, a new CivicScience survey shows that two-thirds of American adults from across the political spectrum are at least “somewhat” open to purchasing from brands that are activating campaigns around America 250.
As a result, many brands are still turning out for the occasion, viewing it as another way to drum up excitement during the summer with limited-time offerings and flavors. Food and beverage brands, in particular, are betting that America 250 will be an opportune time to introduce their brand to new customers. After all, it’s a time when customers will already be on the hunt for red, white and blue products, with the Fourth of July right around the corner. Brands are also betting that America 250-themed products will help them land more seasonal placements with their retail partners.
