The end of 1943, the fifth year of World War II: while the Americans took a large part of Italy and intensive preparations for the Allied landing in northern France are underway, a second triumphant march takes place on the destroyed European continent: new factories are created just behind the front lines. In close cooperation with the army and with the consent of the US president, Coca-Cola spins its drink on a large scale Fassbrauseso that soldiers can “work better after refreshment”. Millions of bottles went to the front.
In this way, the foundations for the global dominance of Coca-Cola, founded in 1892 in Atlanta, were laid. To this day, there is probably no brand and logo that would be associated with America as much as this white inscription on a red background. Although in post -war Germany Cola was often called “the Drinking Drink”, its consumption increased rapidly. With almost 50 % market share and almost 35 l drunk per person a year, Coca-Cola dominates the German market, and in many other countries symbolizes the triumph of American sleep.
The new Coca-Cola advertising campaign is even more noteworthy.
The company probably spent several million euros on posters in German city centers to transform the American icon into German. Coca-Cola is “Made in Germany”-says the slogan on billboards, press ads and Instagram. 97 percent All drinks of this company consumed in this country have been produced locally. Is this a commitment to Germany? Or rather the fear that US president's policy Donald Trump can negatively affect this typically American product?
This is no coincidence
The company answers the question evasively, avoiding specific answers. Expert for Marek Franz Schmid-Reissler does not believe in the case. “Coca-Cola is a global brand with an American passport,” says a strategic adviser. According to an advertising expert, it does not matter where it is produced and how it goes to consumers. – Brands are a special kind of entities. They receive their nationality at the time of its creation and keep it all their lives – he says.
Even if Coca-Cola denies that the campaign has something to do with Trump, from the moment the US president took office at the beginning of the year and the introduction of aggressive customs policy, many companies and consumers began to change their attitude. Products strongly associated with the United States are currently subjected to more critical assessment by consumers in Germany.
According to a survey conducted by the Civey Research Institute, among 5,000 Adults, appeals for a boycott of American products meet with sympathy. 51 percent respondents claim that Trump's policy already has an impact on whether they are buying products or brands of American producers in supermarkets. The YouGov survey showed even a 60 % result for all of Europe.
However, it remains a disputed issue, whether it is really true on such a scale. So far, there has not been a dramatic decline in sales in Germany, for example [amerykańskich] food products. Jack Daniels, Ketchup Heinz and other products have not yet become goods that do not leave the shelves.
The pioneer of the boycotting movement is now Canada. There, supermarket chains organized and withdrew American products from their assortment. Critics also appear in Germany – although for now only in small and loose groups. Tens of thousands of people gathered on Facebook and a telegram to boycott American products. Initially, it was a customs policy, but now typical anti -Americanism is mixed with propaganda favorable to the Kremlin and other conspiracy theories.
However, can such small groups change something at all? Samina Sultan claims that the effects are visible only when appeals for boycott are supported by wide public opinion, economic associations or politicians. – In the first half of the year, Canadian imports from the US fell by 1.5 percent. Compared to 2024 – says foreign trade expert from the Institute of German Economy (IW). Is This is a consequence of calls for a boycott.
In Germany, the effects are difficult to measure so far, says Sultan. There were also no significant changes in the case of Coca-Cola. In the first half of the year, the concern even recorded a 0.5 percent increase in turnover. Nevertheless, in Germany there are also examples of image loss by American brands. Economist Sultan claims that the sales of the manufacturer of electric cars Tesla He is also associated with the perception of the head of the company Elon Musk and his – currently completed – advisory activity for Trump.
Continuation of the material under the video
Basic rule: do not irritate
Therefore, other campaigns of American companies on the German market should be well thought out. For example, a fast food giant McDonald's Recently, he has focused on advertising with photos of people standing next to German maps. “We are over 200 entrepreneurs in Germany who are involved in the life of their community with responsibility and heart,” they say.
Also Procter & Gamble Suddenly he wants to be German. The local branch worth a billion group from Ohio commissioned the renowned advertising agency Leo Burnett to create a campaign under the slogan “where quality is at home”. Established in 1837, the company, whose German headquarters is located in Schwalbach in Hesse, hired presenter Kai Pflaumy for this purpose. During his advertising route, ten German locations are photographed with electric Oral-B toothbrushes and Gillette shaving machines.
A pathetic tone was used in the accompanying advertising text. “At a time when people are looking for stability, reliability and orientation, Procter & Gamble shows what quality really means today,” we read in it. “Products that facilitate everyday life, innovations to set new standards, business responsibility that goes beyond products – all strongly rooted in Germany.”
To the question, on the basis of which the company states that nowadays more “stability, reliability and orientation” did not answer. “Our goal is to give people in this country a sense of trust and confidence, as well as make a positive contribution through our commitment to our locations,” informs the concern. However, in this context, the company also refers to the results of the “Edelman Trust Barometer” survey, an important report on market research in the advertising industry. His cover has US President Donald Trump.
This can be interpreted as an allusion, even if all concerns avoid direct criticism of the US government. It seems that in both the economy and diplomacy, the principle applies: do not irritate. In German and European politics, after the conclusion of the Customs Agreement with Trump, it was trying to calm down the mood, it could finally be even worse.
This is not obvious. Canada and Switzerland show that a commercial conflict with the United States can also lead to escalation – for both countries the United States is also the most important trade partner.
While north of the American border, the “Buy Canadian Inspead” campaign (Polish “Buy Canadian [produkty] instead [amerykańskich]”) In fact, it already has an impact on the market, in Switzerland some MPs call for a boycott to the National Council.
“I think that the way the United States is currently treating us is unworthy,” wrote MP Reto Nause. In the future, he intends to radically rethink his purchasing decisions. “Perhaps the reaction will be caused by the mass of Swiss consumers.” However, the effects of this action will probably be marginal. Only a small part of the US imports are consumer goods – both in Switzerland and in Germany.
According to Eurostat, oil and fuel were the most imported goods from the USA, worth over EUR 40 billion [170 mld 559 mln zł]and then pharmaceutical products, gas, engines and airlines. Manufacturers of these goods do not have to worry about their image among supermarket customers-unlike Coca-Cola.
I’m Ashley Davis as an editor, I’m committed to upholding the highest standards of integrity and accuracy in every piece we publish. My work is driven by curiosity, a passion for truth, and a belief that journalism plays a crucial role in shaping public discourse. I strive to tell stories that not only inform but also inspire action and conversation.
