Key insights:
- Current events have reshaped the notion of service to the country and who's a veteran.
- In crisis times, symbols can be more effective marketing tools than words.
- The simple act of leaving the house has become an American "freedom."
Ever since it became an official holiday after the Civil War, Memorial Day (originally called Decoration Day) has set the stage for parades, wreath laying, fireworks and any number of other events to commemorate the sacrifices made by Americans in the armed forces. Probably for about as long, Memorial Day has also been an opportunity for marketers to mount efforts that range from the perfunctory (carpet and mattress sales) to the genuinely impressive (PepsiCo’s 25-truck relay that drove an American flag across the country in 2015).
