Coca-Cola has released limited edition USA-themed packaging of red, white and blue products to celebrate its 75-year partnership with the United Service Organizations USO. The cans feature the words “I’m proud to be an American.”
The cans and packs will be in stores through July 4th (US Independence Day). Coke’s partnership with the USO was launched over the weekend at NASCAR’s Coca-Cola 600 race.
The USO is a nonprofit organisation that provides programs, services and live entertainment to United States soldiers and their families. According to the USO website, “the Coca-Cola Company celebrates the USO’s 75 years of commitment to strengthening America’s military service members. Join us in sending one MILLION messages of support to our service members and their families”. The USO logo is featured prominently on the can.
In a Coca-Cola press release, Erika von Heiland Strader, director, community marketing, Coca-Cola North America said: “Since the organization’s very beginning in 1941, the USO has been near and dear to us. Our relationship is now part of our heritage, our DNA. The patriotic graphics on special 16 oz. cans and multiple club packs are a small way of saying thanks to the USO for all they do. On behalf of all our Coca-Cola associates, we congratulate the USO on 75 years of connecting service members to their family, home and country!”
Travis Burgin, USO’s director of marketing and advertising, added: “It’s our way of celebrating our partnership with Coca-Cola and helping everyone show their support for our service members.”
American-themed packaging is on the rise this year, perhaps motivated by the fact that 2016 is an Olympic and an US election year. As reported in B&T, Anheuser-Busch replaced the usual ‘Budweiser’ logo on its Budweiser beer cans and bottles to an ‘America’ logo instead.
Budweiser vice president Ricardo Marques said it’s the season of America, making it the ideal time to salute the nation. “We are embarking on what should be the most patriotic summer that this generation has ever seen, with Copa America Centenario being held on U.S. soil for the first time, Team USA competing at the Rio 2016 Olympic and Paralympic Games”.