As the U.S. gears up for the Fourth of July, the Olympics, and the 2016 president election this year, America fever is beginning to grip the beverage industry. Earlier this month, Budweiser, the AB InBev-owned "King of Beers," announced that it would be shortening its name to simply "America" this summer, and last week a Canadian brewery said it would soon have a bald eagle deliver its ale.
The new cans are part of the company's "Share a Coke and a Song" campaign (DJ Khaled's "All I Do Is Win" has inspired Coke-drinking students so far), and the promotion is also intended to honor the United Service Organizations, which celebrates 75 years of aiding American soldiers and their families this summer. While beverage companies clearly see an opportunity to turn the country's patriotism into profit this summer, Coke's new marketing strategy also affords customers an opportunity to send thank you notes to service members around the globe with the company's "Campaign to Connect."
The company wisely rolled-out the campaign at the Coca-Cola 600 this weekend, because nothing screams America more than NASCAR and soda.