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Red, White and Blue: 7 Stellar Fourth of July Marketing Concepts

July 2, 2018 Christianna Lee

Are you sitting on the beach or standing by the grill this Fourth of July? Is your brand taking advantage of our national holiday?

Every year, brands jump on the opportunity to leverage Independence Day for their marketing. Because this celebration is universal for Americans, who spend more than $7 billion for cookouts and other Fourth of July celebrations, the holiday gives brands the opportunity to connect with their consumers with messages that resonate.

Take a look at some of the best Fourth of July campaigns to see how brands were able to connect with consumers over a love for the red, white and blue.

7. Michael Kors

Michael Kors (MK) leveraged the Fourth of July in their 2014 tweet to a following of 3.65 million individuals. With a table spread featuring a few burgers and a lot of MK accessories, the brand was able to unite their products with the holiday to portray how seamlessly MK merchandise fits into consumers’ lives.

6. Lowe’s

In 2016, Lowe’s used the creativity of Vine to craft an Independence Day video and the power of Twitter to spread their message. While depicting the American flag through flowers, Lowe’s connected their brand with the holiday, showcasing how their products can make the Fourth of July even more patriotic.

5. Old Navy

In just 15 seconds, Old Navy used red, white and blue to promote their July 4th sale. With patriotic colors flashing across the screen, the ad was an upbeat TV spot with energetic music and actors styled in true Old Navy fashion. The brand invited consumers to fly their flags at Old Navy.

4. M&M’s

M&M’s embraced the spirit of the Fourth of July by sharing a recipe video, which achieved 4.4 million views, to their Facebook page. Originally filmed and posted by HowSweetEats, the video featuring the beloved chocolate candy brand promoted a cake recipe that’s the perfect addition to any Independence Day barbeque.

3. Ancestry

In true American style, Ancestry brought together the descendants of the founders who signed the Declaration of Independence to remember what the United States of America represents. With a powerful voiceover and stunning imagery, Ancestry painted the United States as diverse and accepting in this marketing video, which reached over 1.5 million views on YouTube alone.

2. Honey Maid

To break through stereotypes and intolerance, the 2015 Fourth of July campaign from Honey Maid showcases an American immigrant family. The two minute video evoked a sense of pride as America was depicted as a melting pot where individuals of all races, religions and backgrounds can come together and be united in the United States.

1. Ad Council

What does the United States of America stand for? Ad Council teamed up with John Cena to produce their 2016 Fourth of July marketing video as a reminder that Americans come in every shape, size and color. With more than 2.2 million views on YouTube alone, the Ad Council encouraged its audience to love and embrace the diversity that makes up America.

Whether it’s through cherished American food, like hamburgers, or by highlighting treasured American values, Fourth of July marketing can excel in a variety of different forms by tying a brand to the true American spirit.


If you’re still itching for more to get your patriotic marketing started, take a look at popular Fourth of July search terms:

  • Fireworks
  • Side dish
  • American flag
  • Barbeque
  • Festivities
  • Independence Day
  • Lemonade
  • Parade
  • Picnic
  • 4th of July sale
  • Back-to-school

Reimagining your brand’s Fourth of July marketing?

Contact us today!

About the Author

Christianna Lee

Christianna Lee is an Account Executive at Digital Media Solutions (DMS), the fastest-growing independent digital performance marketing company. DMS helps its clients accelerate growth by deploying diversified and data-driven customer acquisition solutions that deliver scalable, sustainable and measurable marketing results. DMS performance marketing solutions connect the right consumers with the right offers at the right time to achieve the marketing objectives of our clients. DMS is continually innovating to provide new and emerging media and technology solutions that minimize waste and maximize results across the most competitive industries. Since its inception, DMS has demonstrated incredible year-over-year growth which has earned recognition on the Inc. 5000 list in 2014, 2015, 2016, 2017 and 2018.

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