On July 5, Spam celebrates its 80th anniversary. It’s fitting that this comes only a day after the birthday of the United States. The product is up there with Coca-Cola, McDonald’s and Pizza Hut as one of the most distinctive American brands of all time.
As a consumer behavior researcher, I believe Spam’s widespread success can be attributed to two factors: it addressed a real need, and also formed an emotional connection with its consumers, by tapping into American ideals like ingenuity and resourcefulness.