My V for Victory. Gum for war" poster
The pattern
This still is filed under Us-versus-them positioning.
Define
The buyer is invited into a side. The product is what we use. The named other is what we refuse.
Mechanism
Identity contrast. Choosing the offer is choosing a group. The out-group does as much work as the claim.
Verdict
The category is crowded
Why it works
It cleverly connects the physical shape of the worker's labor (the V-shaped cuts for tapping trees) with the ubiquitous 'V for Victory' wartime symbol. It elevates a rural, labor-intensive job into a patriotic act.
Steal this when
You can find a visual or conceptual rhyme between a worker's daily routine and a larger cultural symbol or mission.