Octagon First Call

I was driving in this morning and thinking about what companies would be first in the marketplace to try and imply an “Obama endorsement”. I grabbed my coffee, opened up USA Today and boom, Money writer Bruce Horovitz beat me to the punch (well done, Bruce). In one article, he’s able to sum up how the internet, viral marketing and buzz has transformed marketing over the past decade. Ten years ago, companies could try and make something implied, but the buzz wouldn’t have the “legs”. But the world has changed …

Publicists and social marketers from all the brands listed (and I am sure more to come) — Nicorette, Berry Honest Tea, Planters Trail Mix, J. Crew, etc. — will be spinning their story today.

And then I opened up the LIFE section and Pedigree took out a full ad — “Dear President-elect Obama” — talking about Obama’s announcement of adopting a dog to the White House and plugging their website, www.dogsrule.com. It’s a very smart ad that they will merchandise for a long time (or until the President’s advisers tell them to stop using his name to commercialize a product — which they probably won’t do because Pedigree will get increased ink for that).

This is the (present and) future of marketing.

It’s no surprise that celebrities have been endorsing political candidates throughout this election year. But Sara Lee is putting a new spin on celebrity presidential endorsements.  The deli company has recently teamed up with Chef Louis Eguaras, the former White House Chef and current owner of Presidential Culinary Services to create campaign-inspired sandwiches.

The Chef has developed special campaign recipes (available at Sara Lee’s website), gives ‘Presidential Tips’ for sandwich making and lends a credible voice on happenings inside the White House. The campaign celebrates National Sandwich Day - which just happens to be November 3^rd (the eve of the 2008 presidential election).  

A great move by Sara Lee to capitalize on the election year excitement with a credible, relevant spokesperson and without becoming involved in all of the current mudslinging.