Lest we forget, amidst the embarrassing campaign ads we had to stomach during the U.S. elections, there were some high points.
Take this copy for Mini Cooper:
“Let’s always be law-abiding liberals on the gas pedal and ultraconservatives at the pump….Let’s lobby Capitol Hill for more twisty highways. Let’s all skip the mudslinging and stick to the road ahead. Let’s motor.”
Then there was the 7-eleven coffee promotion, called 7-Election. It was as simple as offering customers a choice of a John Kerry or George Bush coffee cup in the chain’s 5,800 stores in the U.S.
The race, predictably, was neck-and-neck –with 65.4% of coffee ‘voters’ undecided. But when the results were tallied, Bush got 51.08% of the votes! It may not be a scientific poll, but as this story shows, considering that a million people a day drink 7-eleven coffee, it’s a promotion that’s got some clout.
As for Brand Bush and Brand Kerry…
Since several other marketers had joined the brand-wagon, Landor Associates interview 1,262 registered voters and found that:
Bush was associated with Bud Light, IBM and Ford (“reliable”, “humble”, “heritage”, “solid”)
Kerry is associated with brands such as Heineken, Apple, and BMW (“high-quality”, “high-performance”, “hip”, “young”)
Among undecided voters: Kerry was Starbucks while Bush was Dunkin’ Donuts.