“True Canadian”: Advertising Canadian Branded Products in the Early American Press, 1760–1810

Abstract

When products were marketed as “Canadian” in the early American press, it meant more than simply “Made in Canada.” The author argues that “Canadian” served as a brand in early American advertising to denote the robust and hardy qualities of the product. Like Canada and its inhabitants, both of which were portrayed as rugged and raw, products labelled “Canadian” were marketed as similarly sturdy and tough, even if those products had not actually originated in Canada. As far as early American advertisers were concerned, “Canadian” products were unique, and it was beneficial to advertise that fact.