Rather than leaning into its global or American status, Coca-Cola is seeking to emphasise its brands’ “localness” as geopolitical tensions rise.
Many consumers may see the Coca-Cola brand as quintessentially American. But amid ongoing geopolitical tensions, the company is seeking to emphasise the “localness” of its brands to drive success.
During its first quarter 2025 earnings today (29 April), the Coca-Cola Company was asked by an investment analyst how it would manage any anti-American brand sentiment that exists across different markets.
With US President Donald Trump having moved to implement tariffs on imports from other countries, there may be some resentment in other parts of the world around America’s economic protectionism. The investment analyst on the call raised the idea that resentment around the trade dispute could lead to consumers rejecting American brands.
