How branding has driven culture in the US.

March 10, 2016 / Advertising, Branding
Hershey Brand Culture

Many things drive culture, especially in the United States. In addition to the nation’s diverse consumer population and the emergence of a very blended, interconnected society, branding is also responsible for driving and cultivating culture. A simple reflection on your childhood would show how much your own experience growing up, no matter what region of the U.S. you are from, was the product of branding initiatives.

Specifically, on the East Coast it campbells-and-goldfishbecomes vehemently apparent when one looks at branding initiatives created by huge companies like Campbell’s Soup Company. Without Campbell’s 2005-2009 “Possibilities” campaign for their tomato soup, would children of the early 90s have known to dip their grilled cheese in tomato soup? Would the parents of those children have thought to add Goldfish crackers, a product also owned by Campbell’s, to the children soup if there hadn’t been the Goldfish addition to the Campbell’s “Mm, Mm, Good!” campaign in 2001? Probably not, yet it has now become a part of the culture for many families with young children living on the East Coast, as much as Campbell’s Soup Company, originally created in New Jersey, dreamed it would be.


Hershey’s Chocolate, another major company on the East Coast with its headquarters in Hershey, Pa, has also greatly influenced the culture and education of children on the East Coast with its 1999 published book “The Hershey’s Milk Chocolate Bar Fractions Book.” The Hershey Chocolate Company created an entire lesson plan for teachers to use and teach theirHershe4 students on how to divide, add and subtract fractions by breaking small bars of chocolate off of their Hershey’s Milk Chocolate Bars. This branding initiative immediately took off and made learning about fractions a fun and exciting project for children because who wouldn’t want to have some chocolate during a math lesson?


These are just two examples where branding and marketing tactics have assimilated into the culture and activities of typical Americans, an endeavor which can be very challenging to do. Many more examples of branding from all over the United States have been found to change the way consumers think and act, ultimately changing the appearance and influence of a product into an engaging activity. Have you considered how today’s culture uses your brand? We can help you find opportunities to strategize cultural engagement.

Written by Taylor Gamber