潜水简介：
- Diageo引入了美国国歌, a distilled vodka produced from corn sourced from Indiana and Iowa.
- 作为其任务的一部分，美国国歌将从每瓶制造的每瓶中捐款1美元，在操作中分配，而这项任务仍在继续，两个致力于支持军事人员及其家人的慈善组织。
- 该品牌是伦敦帝亚吉欧（Diageo）的最新精神，它还生产Smirnoff，Ketel One和Cîroc伏特加酒。
Dive Insight:
直到阵亡将士纪念日，帝亚吉欧（Diageo）释放了自己的爱国成人饮料，上面装饰着美国国旗以及红色，白色和蓝色，上面装饰着标签。该产品是酒精制造商的最新产品，以拥抱爱国形象。在最近的夏天，百威发布了自己的爱国包装阵容。
The patriotic branding is one way that big companies are trying to resonate and stand out with consumers in a competitive market place. In the case of American Anthem, Diageo is going out of its way to tout that it is using corn from Iowa and Indiana, two of America's largest growers of the widely used crop. They are likely hoping their branding resonates with consumers in the Midwest and across the country who see a company helping to support their local farmers.
通过从每瓶美国国歌的出售中捐款，帝亚吉欧希望向消费者展示，它不仅可以通过将钱放在嘴里来点头。过去的历史表明，英国饮料公司在证明其爱国主义方面面临着艰苦的战斗。Utpal Dholakia told W5 Insight简而言之putting an American flag on a product made by a company that isn’t American or seen to have a strong American tie, could lead to consumer backlash.
美国公司长期以来一直致力于将其品牌与美国联系起来。Anheuser-布希的百威品牌的优势是与足球和其他与美国相关的运动相关联。其他企业，例如好时，凯洛格，蒙德勒斯和可口可乐，也支持美国奥运会，并与美国公众建立了牢固的联系。一般磨坊品牌小麦（Wheaties）以在谷物盒上的奥运会（Olympians）为特色数十年而闻名。
Overall, marketing experts say tying your brand to patriotism is a risky business.一项调查Ad Age显示北美千禧一代和z一代generally less patriotic than older consumers. Younger generations are more culturally diverse, the report says, and tend to be better educated, more open-minded and more socially progressive. They make up an increasingly larger portion of today’s buying public, and they may not be as easily swayed by patriotic messages as earlier generations.
为了被视为真实，食品和饮料公司将其产品与爱国主义联系在一起，应该考虑该品牌是独特的，还是提供美国独特的产品或服务，W5洞察力建议。与其试图呼吁普通人群，他们可能通过将产品定位到特定领域或文化而取得了最大的成功。更好的是，他们可能会将其产品与当地成分联系起来，例如Diageo与美国国歌相提并论，或者是因为美国的巨大伞
As Memorial Day parades give way to Fourth of July picnics, expect to see a variety of red, white and blue food packaging and appeals to our love of country. The trick for companies is to turn this patriotic love into profits.
