I struggle with the commercialisation of Christmas and Easter, and now marketers are cashing in on Anzac Day. While Woolworths’ recent failed “Fresh in our memories” marketing campaign has received most attention and outrage they are far from the only culprits.
VB promotes beer through its “Raise your glass” campaign and encourage a drinking culture amongst veterans.
The National Rugby League will “Commemorate the Anzac centenary” with a “10-hour marathon” of rugby (Sydney Morning Herald). The NRL calls the Anzac round a “celebration of the sacrifices made by soldiers from Australia and New Zealand”. And you can even buy a special commemorative Anzac Round Jersey.
Travel companies promote tours that “pay tribute to heroes at Gallipoli and Anzac Cove” with pilgrimages to Gallipoli having become almost a rite of passage for many young Australians (McDonald, 2010).
And then there is all the Anzac day memorabilia available from a wide range of shops.Many of the campaigns link themselves with charity: VB donates $1 million to Legacy and the Returned Soldiers League; $20 (of the $160 price) from the sale of the Panther’s rugby Jersey will be donated to charity. But it’s still marketing and it’s still part of the continual search to increase our consumption.
Kudos to whoever thought up the term Brandzac Day!
If you liked this post please follow my blog (top right-hand corner of the blog), and you might like to look at:
- Our addiction to growth
- Good Friday – another commercial opportunity?
- A more sustainable Christmas?
- 10 ways to reduce your consumption
- The widening gap between rich and poor – Time to even it up.
- The life you can save by donating
McDonald, M. (2010). “Lest We Forget”: The Politics of Memory and Australian Military Intervention1. International Political Sociology, 4(3), 287-302. doi: 10.1111/j.1749-5687.2010.00106.x