Is “Made In America” A Viable Brand Strategy Anymore?

The New York Times today reports on some sell sheets and marketing materials produced by Anheuser Busch that emphasizes the company’s American pedigree.
According to the article:

The materials consist of at least two sheets of information that apparently are meant to depict Anheuser-Busch as the brand of choice for patriotic Americans. One sheet criticizes the company’s major competitors, SABMiller and Molson Coors, for being “owned by foreigners.” The other states that Anheuser-Busch is expanding internationally to bring profits “back to the United States.”

Americans are feeling the effects of globalism and outsourcing as more and more goods are made overseas and once decent-paying textile and manufacturing jobs disappear, and it makes me wonder if we’ll start seeing more efforts like this.
But it is a viable marketing strategy for a company like Anheuser-Busch, which also does a lot of business abroad? Can any company market itself with a “Made In America” position? Do consumers care?



About Dan Goldgeier

Dan Goldgeier is a Seattle-based freelance copywriter with experience at advertising agencies across the U.S. He is a graduate of the Creative Circus ad school, and currently teaches at Seattle's School of Visual Concepts. Dan is also a columnist for and the author of View From The Cheap Seats and Killer Executions and Scrubbed Decks.