Marketing War: Ukrainian Companies Exploit Patriotism for Profit

“Hair removal to strengthen the army”, “Heroes never die beer” and “Heroic Butsja kombucha with lemon flavor” are some of the products now sold in Ukraine.

Svitlana Morenets is a Ukrainian writer and journalist who works for the British magazine The Spectator. She describes how Ukrainian companies market their products using the war in the country.

– War symbols now adorn socks, sandals, vodka bottles, clothes, sweets and even sex shops, writes Morenets, who alternates between working in London and the Ukrainian capital Kyiv.

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May be banned

According to Morenets, people like to buy these things because part of the profit goes to the Ukrainian military. Nevertheless, the country’s government has made it clear that it will crack down on those who use the war as a marketing tool. She claims, among other things, that the government wants to put forward a proposal to ban this type of marketing.

– If the law is adopted by the Ukrainian parliament, the use of war-related advertising will be prohibited. This includes all references to massacres, hostilities, names of weapons, and military slogans.

Morenets points out that it is completely impossible for Ukrainians to know if any of what they pay actually goes to the Ukrainian military. However, this should not put an end to the buyers.

– Ukrainian society is very divided. You have those who fight the war from the trenches and those who feel guilty for not doing so. Those who do not fight do what they can to help, such as buying things that support the military, she writes.

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Set similar before

Tor Wallin Andreassen is professor of marketing at the Norwegian School of Economics. He says that similar campaigns have been seen in the past, including in Norway. He points out that this often happens in economic downturns, that they tend to curb the purchase of imported goods and trigger a form of nationalism and protectionism.

To Nettavisen, the professor highlights what he believes to be three positive aspects of this type of marketing and product development.

– The use of war in Ukraine and patriotism in the marketing of Ukrainian products and services can arouse a feeling of national pride among Ukrainian citizens, says Andreassen.

He also points out that it can bring increased international attention to the country.

– By emphasizing the importance of patriotism and national unity, Ukraine can attract international attention to its cause, he points out.

He also draws in Morenet’s point: Precisely that this is a way for the Ukrainians to show solidarity with those who are fighting against Putin’s forces.

– By emphasizing the importance of patriotism and national unity, Ukrainian citizens can feel a greater sense of purpose and motivation.

– Big disadvantage

It is still not only positive that Ukrainian companies play on the people’s nationalism, patriotism and protectionism, we are to believe the NHH professor.

– It is also a big disadvantage. Some critics argue that the use of patriotism and war to market Ukrainian products and services is exploitative, and that such actors and campaigns “stand on the shoulders” of the sacrifices made by soldiers and their families. This can be considered unethical and can damage the country’s reputation in the long term, he says, adding:

– For most Ukrainian residents this will be positive, but by outsiders it can be perceived as a bit on the edge to make money from death and depravity.

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