Could One Unpopular Decision Derail the Obama Marketing Train?
If President Obama could endorse products he’d probably become the richest man in the world in a very short period of time. But since he cannot, others have been perfecting the art of profiting from his words and likeness.
This was never more apparent than during the course of the inaugural festivities in Washington, DC, where about 500 enterprising street vendors were the latest recipients of Obama mania. Pins, flags, calendars, T-shirts and mugs were standard fare sold on every street corner and by vendors lined up along the streets near the major events at The Mall and along the parade route. Everyone was buying, sporting pins on their hats, flags in their pockets or woolen Obama hats to fend off the cold.
On the day Obama was sworn in, the food vendors joined in selling everything from Obama Chix on a Stick to Obama Hot Cocoa. The restaurants pitched cocktails and menu items under his name. Even the Metro tickets had been redesigned to show the face of a broad smiling new president.
Two college students from Florida had their bags stuffed with memorabilia and as we all stood along the parade route waiting for the president to come by I heard one of them say, “I hope he gets out of the car. He’s so cute when he’s walking. I want to marry him.”
That kind of silly daydreaming, along with many, many other much more thoughtful thinking individuals, is what drives Obama mania.
Obama’s long campaign has been a boon for many brands that capitalize on his huge popularity and charisma. The long stream of excitement and interest has allowed the development of an unknown number of successful products simply by adding his name or a few spoken words to packaging or marketing materials. The millions being spent by consumers to buy such products continue to mount.
For example, Ben & Jerry’s just introduced for the month of January, the “Yes Pecan” ice cream. It is billed as “Amber Waves of Buttery Ice Cream with Roasted Non-Partisan Pecans.” The proceeds are being donated to the Common Cause Education Fund.
But what happens when Obama makes his first unpopular decision? Then second? Then third? If history is the standard, approval ratings for incoming presidents eventually dim, some more so than others. What will happen when that gleaming promise of hope gets a slight ding, or peoples’ patience wears thin?
Will it be just as easy for Jones Soda to hawk its pop with Obama’s face beaming from the label? Time will tell.
