Coca-Cola just launched a yearlong campaign celebrating America’s 250th anniversary with a three-minute video called “Drink in America.” The ad shows diverse people across different jobs and locations, similar to their famous 1971 “Hilltop” commercial where people sang “I’d like to buy the world a Coke.”
Both ads paint an idealized version of America during turbulent times. The 1971 spot aired during peak Vietnam War protests and economic struggles, while today’s campaign launches amid partisan politics and international conflicts.
Walking the Patriotic Tightrope
This summer marks America’s 250th anniversary, and brands face a tricky challenge: how to celebrate patriotism without taking political sides. A recent survey shows 62% of Americans think the anniversary is personally important, but 60% say the country feels more divided than ever.
Coca-Cola isn’t alone in this balancing act. Many companies are preparing their own America250 campaigns, trying to tap into patriotic feelings while avoiding the political landmines that could alienate customers.
The company’s strategy mirrors their 1971 approach – focus on unity and shared experiences rather than politics. But creating feel-good content when people are constantly scrolling through divisive news presents a unique marketing challenge.
What’s Next
Expect more brands to follow Coca-Cola’s lead with safe, inclusive patriotic messaging throughout 2025. The success of these campaigns will likely depend on whether Americans are ready for optimistic, unifying content or if the political climate makes any patriotic advertising feel tone-deaf.
