Thanks to a bit of free, spontaneous advertising, millions of Americans are now familiar with the “Made in Alabama” brand popularized by the state’s Commerce Department.

Last Tuesday, NBC’s “Today” show host Craig Melvin grabbed a “Made in Alabama” ballcap from Commerce staffer Lauren Rowland and sported the hat during the live broadcast.

Rowland was visiting the show’s Manhattan set with her family.

“Made in Alabama” was launched by the Department of Commerce as a brand about 12 years ago to boost the state’s image in recruiting new jobs and investment. The campaign was conceived by Birmingham public relations and advertising agency Big Communications.

This week, the Commerce Department announced that it “has been flooded with calls and emails” requesting information on how to acquire a hat.

In response, the department is working with Montgomery-based LogoBranders to make the “Made in Alabama” hat available for purchase online.

The cost for the embroidered ballcap is $22. They can be ordered here.

The department says it is not earning a profit from the sale of the hats.

“We’ve always said that Alabama makes things the world needs,” Alabama Commerce Secretary Ellen McNair said. “And now, thanks to Lauren and a little help from ‘The Today Show,’ the world knows that includes some pretty great hats, too.”