Introduction to American Brands in Germany
For decades, US companies in Germany had a strong foothold, especially in the western regions of the country, which were under the control of the western allies after the Second World War. In the immediate post-war years, American cigarettes on the German black market were so highly valued that they were effectively used as a currency. Sports stars often played a role in determining this transatlantic brand image. Coca-Cola, for instance, represented the former heavyweight boxing champion Max Schmeling, once seen by many Americans as a "good German" after his career in the ring in Germany.
Shift in Climate
However, the climate has shifted today. The benefits of the United States in Germany have gained a big setback and raised questions about how American companies can maintain their image. Some US companies now actively market their products as "made in Germany". This is a significant change, given that the label "made in Germany" was originally introduced by the British parliament in 1887 to warn consumers of allegedly inferior German goods. But the move failed because the label quickly became a quality sign.
The McDonald’s Experience
The latest reports in German media have pointed out that American brands are basing their marketing strategies on the positive connotations of the "made in Germany" label to strengthen their position in the largest market in Europe. Some, such as McDonald’s, Germany’s largest fast-food chain, emphasized their important German procurement. The company announced in a statement that it sees itself as a "long-time partner of German agriculture" and "for many people in Germany" as a "reliable part of everyday life". McDonald’s emphasized the use of domestic supply chains and found that 65% of its raw materials come from Germany, with pork, beef, eggs, coffee cream, and cucumbers.
Backing Beyond Germany
Tesla can be the clearest case of how brand perception can change. Elon Musk’s political inclinations and vocals, as well as financial support for US President Donald Trump, have made him one of the most polarizing figures in the shop. All over the world, Tesla owners even put stickers on their cars saying, "I bought my car before Elon went crazy". The counter-reaction had real consequences. Tesla fell from the top ten best-selling electric vehicles in Germany and underlines the power of consumer mood.
Global Impact
Skepticism towards American goods is not limited to the largest economy in Europe. In Canada, boycotts of US products are increasing, with labels such as "Made in Canada" and "Processed in Canada" used to control consumer selection. Even the food giant Heinz, a typical American brand, is now promoting ketchup made from Canadian tomatoes and peanut butter from Canadian processed peanuts. Denmark went one step further, with retailers marking European alternatives to US goods with black stars on price tags since Trump’s proposal to buy Greenland.
Coca-Cola’s "Germany Strategy"
Coca-Cola, perhaps more than any other US brand, seems to be concerned about being connected to Washington’s policy. In Germany, the company based in Atlanta recently launched a "Made in Germany" campaign, in which employees with names such as Daniel, Heike, Jana, Jessy, and Muhammed were highlighted. Everyone is presented under the slogan: "Made by [employee name]. Made in Germany". The campaign aims to show the deep roots of Coca-Cola in Germany, with the company telling DW in a statement that it has been part of the German company and society for almost 100 years. According to the company, many Germans are not aware that most of the Coca-Cola sold in the country is filled on-site. In view of the current political climate, however, the step is considered an attempt to distance the brand from US policy.
