This week, the New York Times had an article outlining the re-emergence of “Made in America.”
Brands are featuring their domestically-produced products in a way that evokes feelings of patriotism and citizenship.
The implication is: “Buy our product and you are helping America! Heck, yes!”
From an emotional perspective, it’s a home-run tactic. Just look at Chrysler’s “Halftime in America” Super Bowl commercial:
That ad resonates with most every American – blue and white collar, alike.
I think, if given the option of two equal products, people would naturally lean towards the one from their home country.
However, therein lies the problem with “Made in []” campaigns.
The brand is choosing to present the country of origin as the #1 discriminating factor instead of any tangible attribute.
Is your product better than your competitor’s? Is it something I need? Is it something I should WANT? Is it innovative?
When marketing, at least one of those questions should be addressed at all times.
“Made in America” should be a kicker, NOT the centerpiece of the campaign. Convince me your product is awesome and desirable, THEN tell me it’s made in America to make it the last little bit of mojo your ad needed to make me pull out the AmEx.
We want the best products. Yeah, the economy is tough, which makes purchasing quality items important. And while price is a major part of the equation, I’m betting consumers would rather buy one thing that will last longer/work better at a high price than have to replace or repair something constantly.
As I said above, I definitely enjoy a good “Made in America” campaign, but for it to be most effective, it has to be implemented carefully.
I am torn on this PR issue. On one hand, I believe buying "locally" and within the United States is great for the economy. On the other hand, I do agree that the blatant "Made in America" cliche has a pretentious undertone. I think the biggest issue with this advertisement is the lack of imagination and innovation. Good public relations and advertising grabs an audience's attention and uses strategic thinking. This particular ad is well done, but nothing new. Think outside the box and capture an audience for longer than 30 seconds. Capture a lifelong interest in your brand.
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