How to Market the Election

It’s that time of year again! Or, every four years, I should say.

Election time! It’s when patriotic Americans come together to vote on the future of the country. But, if you’ve been following the election, you would probably know just how out of hand things have gotten.

The GOP debates have devolved into name-calling, with Rubio actually having made a slight at Donald Trump’s… uh, manhood. Yes indeed, something is wrong with the election when your party’s frontrunner actually goes on stage to assure eager Americans that his hands, and the rest of his anatomy, are adequately sized. If you think I’m exaggerating, I implore you to watch this.

from ABC News

Meanwhile, topics on the democratic side range from policy issues to who is taking more money from whom. While things are significantly less personal there, and I especially admire Sanders’ commitment to not trash talking other politicians, it still highlights an issue.

This election is shaping up to be an extremely divisive one. The two parties are more divided than ever, as evidenced by  a study from the Pew Research Center. Over a quarter of democrats view republicans as “a threat to the nation’s well-being”, with over a third of republicans saying the same about democrats.

However, there is one group that benefits from the division – marketers.

What better way to address the problem of political volatility than by inventing your own political party that everyone loves, as Bud Light did here?

from Bud Light

Commercials like this play on the attention being received by the elections, and brilliantly lampoon the ridiculousness of the current debates. It’s a topic on everyone’s mind, with Trump, the smart-mouthed republican bad-boy, Sanders, the elderly socialist idealist, and Clinton, who may potentially be the first woman president, being a lively and radically different bunch that has gotten the country in an uproar (there are others, obviously, but none who cause such a splash in their campaigning).

What better way to market a product than by saying “look, we can’t agree on the elections, but we CAN agree that [product] is fantastic.” It’s funny, it’s fresh, it’s topical, and it may be the most brilliant marketing movement I’ve had the pleasure of seeing in my lifetime.

Check out some more election-themed ads over at Advertising Age, they don’t disappoint. Let me know what your take on this marketing strategy is. Is it good satire? Or is it just worsening the problem?


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