Advertisers believe unity can overcome political divisions.
Johnsonville, Wisconsin — Jamie Schmelzer, a marketing executive for Johnsonville, may not be a mental health professional, but he recognizes the heightened tension in U.S. politics. In response, Johnsonville has pivoted its messaging to promote unity and common ground rather than their sausage products.
In a recent interview with CBS News, Schmelzer acknowledged the limitations of sausage in solving the serious problems facing America. Instead, Johnsonville’s new national ad campaign urges Americans to “turn down the temperature” and seek harmony amidst the discord.
The narrator in the ad campaign emphasizes the belief that most people are inherently good and deserve to be treated as such. The message encourages less negativity, such as trolling and doomscrolling, and more positivity, such as tailgating and dinner parties.
According to Schmelzer, the campaign is primarily cultural rather than political, although the two realms have become increasingly intertwined. Johnsonville conducted a poll that revealed eight out of 10 Americans are exhausted by the prevailing anger and negativity in the country, leading many to attend fewer social gatherings.
Recognizing that their products are designed for social settings, Schmelzer emphasized that Johnsonville thrives on bringing people together. Other brands, such as Miller Lite and La-Z-Boy, have also adopted similar themes in their advertising, focusing on relaxation and togetherness rather than conflict.
Dr. Andrew Cohen, a cultural sociologist specializing in advertising, highlighted the relevance of these campaigns to society’s current state. He noted the challenges of navigating political disagreements, even within families, and the need for unity and understanding.
When CBS News interviewed voters in Georgia and Wisconsin, respondents expressed a general sense of unease and anxiety about the country’s direction. Many echoed Johnsonville’s message of promoting calmness and togetherness amidst growing societal divisions.
This sentiment aligns with recent warnings from U.S. Surgeon General Vivek Murthy regarding the “epidemic of loneliness” and the harmful effects of social media toxicity. Individuals like Debbie Reagles of Kenosha, Wisconsin, emphasized the negative impact of isolation and the importance of human connection.
Advertisers are banking on the appeal of bridge-building and slowing down as a message that resonates with an anxious nation seeking unity. Schmelzer portrayed the campaign as a pep talk for America, encouraging people to prioritize interpersonal connections and enjoyable social interactions.
