November 9th, 2012
More Marketers Hail Veterans, and Try to Help Them, Too
By Stuart Elliott
New York Times
Madison Avenue is paying greater attention to those who are serving or have served in the armed forces. It was true last year, and the year before, and for the 2012 Veterans Day holiday the trend is continuing to gain strength.
First, the ranks of sponsors of Veterans Day campaigns are expanding beyond retailers to include consumer product marketers. Also, the campaigns are evolving from quotidian affairs ó sales on cars or mattresses ó into programs offering veterans assistance in areas like finding jobs or buying homes.
For instance, the Coca-Cola Refreshments unit of the Coca-Cola Company said on Thursday that it had exceeded a goal, announced in May, of hiring 800 military veterans.