The brand tightrope of the summer: How to make a patriotic sales pitch for America250 that won’t mak

Back in July 1971, Coca-Cola debuted a TV commercial that would become one of the most iconic in the brand’s history. “Hilltop” featured a diverse group of people gathered on an Italian hillside, sharing their voices and bottles of soda, and famously singing, “I’d like to buy the world a Coke.” It was a Don Draper-approved multicultural, apolitical masterpiece.  It was also a complete fantasy. Despite the kumbaya vibes of the spot, 1971 America was a much more complicated and volatile...