It's the biggest endorsement any brand can have--if the President of the United States likes/uses/loves your product, the impact on sales can be absolutely crazy.
Remember Ronald Reagan and his jelly beans--how about Jimmy Carter's peanuts?
Psychologically speaking, if you purchase what the Commander-in-Chief enjoys, it is a way to "participate" in the changes happening right now. The same way Sandra Bullock's ("I love these!") on-the-spot, red carpet endorsement of Listerine's PocketPaks persuaded millions to try out the new product. The drive for affinity--feeling part of something (or at least feeling in the know) and aspiration subconsciously drives many a marketing purchase (but that's a topic for full exploration in another post).
Anyhow, back to President-Elect Obama and his family's favorite things. Here are some brands that will likely see a boost because of their association with the Obamas:
- Fran's Chocolates from Seattle, BlackForest Berry Honest Tea, Planters Trail Mix, Hart Schaffner Marx Suits, Ford Escape Hybrid
To understand the power of what happens when a brand becomes associated with a high-profile public figure, look no further than this story. Michelle Obama was on the Tonight Show with Jay Leno and talked about what she was wearing and where she purchased it online (J. Crew). The outfit sold out by the next day.
Never underestimate the power of an American President--or his family, that's for sure.