Founded in 1873, the Scott's brand touted the ease of digestion and the improved flavor of their Cod Liver Oil.  When the war came, they were quick to bring attention that their Emulsion was used on the troops.  This form of advertising, suggesting if it helps the troops that it can (and should) help you, was quite popular.  While the official stance is that the U. S. government will not endorse individual products, they were not above allowing companies to use them in marketing campaigns.

Well If They Are Using It, It Has To Be Good

Major national brands were able to supply the Army and Navy with materials they needed.  Of course, the usual materials such as clothing, weapons, and gear were needed, and Uncle Sam could not supply everyone who enlisted by snapping his fingers.  This need was supplied with contracts to private enterprise.  War needs came first, and America was soon flush with cash to pay for them.  Winchester, Remington, Browning and Colt were major firearms manufacturers.  Auto plants converted to aircraft and parts manufacturing almost overnight.  Practically every mill in New England shifted gears to produce uniform orders before any civilian production.  Farmers had volunteers from the Women's Land Army to help keep the food supplies going, and women or older American men filled in places on the domestic front where the men were called from.

Industry in every facet did their level best to help.  Not everyone was motivated by sheer patriotic fervor, but the profit was impossible to ignore, and it was futile to ferret out who were merely capitalistic.  There were calls of alarm for war profiteering from several fronts, especially on print media as well as meat packing and canning processing plants.  These charges were roundly refuted and in almost every case, their accounting books and practices were opened to the public to guarantee legitimate profit margins, no favoritism and fair play was employed. 

Taking a page from the CPI; advertising executives, martketing specialists, and industries in general, essentially used marketing of the Chicago Plan for their own advantage.  They would comment on the war effort, especially publicizing their involvement in every possible way.  Tobacco companies would claim that the troops like their product the best.  Boot manufacturers claimed that they hoped their tread would be all over the Kaiser.  Health conscious companys such as Scott's proclaimed that their Emulsion product was selected by the government to help the troops.  None of these were lies, but they certainly were not exclusive.  The public relations alone was worth the advertisement, not to mention the promotion of whatever product was featured.