Trade-Offs: How 10 Brands Are Navigating Tariff Turmoil
In the past couple of weeks, President Trump has announced a sweeping set of tariffs, only to delay most of them for 90 days after the stock market crashed in response.
Brands are left grappling with the economic fallout.
With tariffs on Chinese goods soaring to 125%, businesses are scrambling to adjust pricing and supply chains, while stock market volatility adds further uncertainty.
As the situation evolves, brands are making bold moves to mitigate the impact, from shifting production away from heavily tariffed countries to raising prices on their products. Some are opting for direct communication with consumers—a strategy experts say can be highly effective in times of crisis.
“The global economy is more interconnected than ever, and even U.S.-centered policies are creating widespread volatility and uncertainty,” Callum McCahon, chief strategy officer, Born Social, told ADWEEK. “We’re already seeing a knock-on effect in weakened consumer confidence, making it more critical than ever for brands to adapt, not retreat.”
Here’s how 10 brands are navigating the turbulent economic waters of tariffs.
Ford Motor Company
Last week, prior to the tariff pause, Ford rolled out a new ad campaign, “From America, For America,” to counter the economic impact of President Trump’s 25% tariffs on imported vehicles. In response to the tariffs, Ford is offering customers employee pricing for 2024 and 2025 models.
The initiative, which includes a TV commercial voiced by actor Bryan Cranston, highlights Ford’s commitment to American workers and its significant U.S. manufacturing footprint.
Dame
This sexual wellness brand, which sells adult toys and personal care products, automatically added a $5 “Trump tariff surcharge” to customers’ online shopping carts. “We’ve made the tough call to adjust prices to be able to keep bringing you the quality, body-safe products you love,” the brand stated on Instagram.
Burlap & Barrel
The spice company, which imports single-origin spices from around the world, announced on Instagram a “spring cleaning-turned-impromptu tariff sale,” offering a 20% discount on all products through Tuesday.
“We can already see that the new tariffs will be bad for our business. How bad remains to be seen,” the caption reads. “We have spice shipments in transit at this very moment, so we’ll find out soon how the new tariffs will be applied.”
MeUndies
Luxury undergarment brand MeUndies is flipping the script on rising costs with a bold move. CEO Jonathan Shokrian took to Instagram to declare that “Tariffs are absolute. We didn’t start this brand to get swallowed by bureaucracy—we started it for you, our community.” As a defiant response to the 44% tariff on Sri Lanka, where MeUndies manufactures most of its products, the company is offering 44% off everything with the code TARIFF44.
Labucq
Luxury footwear brand Labucq has issued a statement addressing the impact of the 20% tariffs on EU imports. The company explained that while it has always strived to offer high-quality shoes at accessible prices, the tariffs have made it necessary to adjust pricing. Starting April 15, prices will increase by 10%, followed by another 10% increase on May 7. “We understand this news is challenging,” the brand stated.
Nintendo
Nintendo announced a delay on Switch 2 preorders, originally set for April 9, via X (formerly Twitter) in response to 46% tariffs on imports from Vietnam, where it manufactures some of its hardware. Although a smaller 10% tariff is now in place on countries unaffected by retaliatory measures, Nintendo has been stockpiling Switch 2 units in anticipation of the console’s June 5th launch.
Framework
Framework Computer announced on X (formerly Twitter) that it has paused sales for its lowest-priced base systems in the U.S. due to its inability to absorb the 10% tariff on certain products. The company is also raising pricing on affected items, particularly those with modules made in China. While prices for U.S. customers have increased, Framework continues to monitor and adjust as necessary. It is also preparing for U.S. pre-orders of the new Framework Laptop 12, which it plans to ship alongside international pre-order batches.
Pizza Pizza
The Canadian pizza chain launched a “Reverse Tariffs” campaign, offering Canadians a 25% discount on regular-priced pizzas nationwide. Rolled out after a 25% tariff on Canadian imports was announced, the campaign aimed to put more dough back in Canadians’ pockets. It also coincided with the 4 Nations Face-Off Championship, aligning with the excitement surrounding the Canada vs. USA game.
Areaware
The Brooklyn and Columbus, OH-based brand, known for its unique home accessories and gifts, informed customers via email and social media that it will raise prices starting in July. The company, which collaborates with independent designers, cited rising costs as the reason.
Alymer
Quebec-based Aylmer soup company launched a bold ad campaign to encourage Canadians to support local products. Made with Montreal’s Les Évadés agency, the campaign uses humor and national pride to highlight the quality of Aylmer soups, which are made in Saint-Hyacinthe using fresh, local ingredients. The work aims to strengthen Canada’s economy by reminding consumers of the importance of choosing homegrown products amid growing trade tensions with the U.S.
https://www.adweek.com/brand-marketing/trade-offs-how-10-brands-are-navigating-tariff-turmoil/