If political merchandising once meant badly printed T-shirts, bumper stickers and mugs that fade in the dishwasher, this year’s election in the US will change all that. The online store — more like a supermarket — of US President Barack Obama’s campaign puts it best: It’s “merchandise madness.”
You can kit your life out, Obama-style. Fry some eggs with your Obama-branded spatula, fix up a martini in a 2012 cocktail glass or show your feline’s allegiance with a “Cats for Obama” collar. Meanwhile, Anna Wintour has ensured your Obama-approved wardrobe stays fashion-friendly. Her “Runway to Win” initiative includes Obama-endorsed Le Metier de Beaute nail polishes — called Bo Blue, Victory White and Red-y to Win. Coco Perez, Perez Hilton’s fashion site, jests that “no matter which way you swing politically, we think Obama nailed it.”
Possibly in more ways than one. With Shephard Fairey’s Hope poster for 2008 selling for up to US$6,000, merchandise is now more than an afterthought. It’s also a way to raise funds.
Rana Reeves, founder of branding agency John Doe, believes buying something, rather than making a donation, appeals to a “younger segment. Young people -understand consumerism. They want something back and this becomes a transaction.”
While the nail varnishes cost about US$10,000 to produce, the sets sell for US$40 a go. With more than 97 percent of donations in last year’s total of US$45 million coming from small donors, it all adds up.
Rick Santorum, though, might be master of the merch. His online store has three T-shirts compared with Obama’s 50 — but he gives away a sweater vest with every donation of US$100.
With Time reporting that this may have added US$300,000 to his campaign, it seems there really is no accounting for taste.
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