Coca-Cola, long perceived as the epitome of American lifestyle, has launched a nationwide campaign in Germany to present itself as a deeply rooted local brand. Under the slogan Made in Germany, the company emphasizes that 97 percent of the Coca-Cola beverages sold in Germany in 2024 were produced domestically across 13 plants. With 6,500 employees at 25 sites, an annual investment of around 120 million EUR (131 million USD), and a contribution of 9.1 billion EUR (9.9 billion USD) to the German GDP, the company highlights its major role in the national economy.
The campaign, which runs throughout August, uses billboards, social media, online videos, print ads, and radio promotions. Five employees were featured in authentic portraits by photographer Kai-Uwe Gundlach, symbolizing the diversity and pride of the workforce. According to John Galvin, head of Coca-Cola Europacific Partners Deutschland, the message is clear: “We produce and employ here – and we are proud of it.”
The push comes against a backdrop of mounting geopolitical tensions that have sparked boycotts of US brands in countries such as Denmark and Canada. According to Der Spiegel, Danish consumers turned away from US products after former President Donald Trump’s threats to annex Greenland, while Canadian retailers increasingly label “Made in Canada” goods to promote domestic alternatives. Marketing expert Arnd Zschiesche told Der Spiegel: “The US corporations are currently in panic because many Europeans reject US policy. That is why they are starting these ‘hug campaigns,’ to show that a boycott would also hit the local economy and jeopardize jobs.”
Coca-Cola is not alone in this approach. McDonald’s currently highlights the role of its more than 200 franchisees as local entrepreneurs committed to communities and domestic agriculture, while Burger King has also used the “Made in Germany” label. With consumer sentiment shifting, the campaigns suggest that US corporations fear Europe could soon follow the boycott trends seen in North America and Scandinavia.
