As the global reputation of US brands slips, some US firms are turning to unusual marketing strategies. Coca-Cola, for instance, is now promoting itself as a "German product."
It looks like they’re emphasizing local sourcing to distance themselves from U.S. associations, but that misses the real issue. The problem is not whether the ingredients are local, it is that Coca-Cola is still a U.S. company. The same applies to brands like Heinz, Tesla, and others. Their identity is tied to their origin, not where they source materials.
It looks like they’re emphasizing local sourcing to distance themselves from U.S. associations, but that misses the real issue. The problem is not whether the ingredients are local, it is that Coca-Cola is still a U.S. company. The same applies to brands like Heinz, Tesla, and others. Their identity is tied to their origin, not where they source materials.