With this week's inauguration stirring Obamania to new heights the marketers are wasting no time in aligning their brands to the new president's as yet untarnished image. From ice cream to Ikea furniture, Obama-themed campaigns are springing up all over the US and beyond.So, is this a sound strategy? What are the potential risks and rewards for those brands aligning themselves with the new administration? And what lessons can we learn from history?
As Obama himself says, there are tough times ahead. What happens if the shine wears off the presidency and a backlash comes. What then for those brands firmly linked to Obama? Back in 1997 plenty of brands picked up on the mood of public optimism that came with the New Labour government's rise to power, but soon jumped ship when the backlash started - but was there any damage done? Hard to say, but for musicians (e.g. Oasis) and public figures who were staunch supporters of Blair, there was undoubtedly a hangover in terms of their public image.
However, right now it looks as though it's a risk worth taking, especially in FMCG markets where campaign turnover is fast and brands are struggling to maintain revenues. However, there is a risk of saturation and those brands who are quickest off the mark and most creative will undoubtedly reap the greatest rewards.
Also important is the need for relevance and a real sense that the campaign and brand values reflect those of the administration and the mood of the nation. Reported in The Guardian yesterday, the chairman of M&C Saatchi Worldwide, Moray McLennan gave this caution:"When it is done with intelligence and wit, then people can like it. But if there is no particular reason for a brand to be connected to Obama, then people will see through that, and superficial marketing strategies don't work. They can backfire."
So what are the keys to a successful Obama campaign?
- Speed - you need to be the fastest off the block in your sector...if you're seen to be bandwagoning the bandwagon this could do more harm than good. In fact, you're probably already a bit late, but never mind there are still probably some gains to be had.
- Creative - your creative needs to be spot on to avoid over-politicising your message. Partisan messages won't work, tap into the public mood instead. Humour will work.
- Make it worthy - linking your brand to the public mood but also showing a contribution to the cause is a winner (see 'The best of the campaigns' below).
- Beware the backlash - make sure you are not relying on this as a long term campaign plan. The public mood could shift and you need to be ready to move on - again, linking to the mood instead of the man is a better bet here.
Ben & Jerry's have taken all of the elements above in their latest campaign which kicked off with a naming competition on 'Digg' which resulted in the development of their 'Yes Pecan' ice cream (above) - a short term promotion from which donations will be made to an Obama cause. This integrated campaign has all the ingredients of a successful Obama campaign, and poses the minimum long term risk to the brand.
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