American brands stress European ties |
The Wall Street Journal explores how major US brands including Coca-Cola, McDonald’s and Procter & Gamble are playing down their American roots in Europe, highlighting local sourcing, jobs and investment instead. Coca-Cola has launched a "Made in Germany" campaign, stressing that 97% of its drinks sold locally are produced there and showcasing employee stories, while also celebrating 125 years in the UK with a documentary on corner shops. McDonald’s emphasised its €3bn German investment and local ingredients, while P&G highlighted its ten German plants and research centres. The WSJ suggests the shift comes amid rising anti-American sentiment linked to Donald Trump’s tariffs and foreign policy, with surveys suggesting European consumers could shy away from US brands. |
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