The global reach of Obama's message of renewal is making both subliminal and not so subtle appearances in controversial advertising campaigns from Washington to Jakarta. There is the new flavour of Ben 'n' Jerry's ice-cream: "Yes Pecan!" A new Hennessy Cognac with 44 (Obama is the 44th president) on the label. There is even an Indonesian advert for a form of indigestion tablets featuring a lookalike of the man himself.For instance: another blatant example
Obama's formidable marketing potential was immediately apparent on the morning after the inauguration, when thousands of extra copies of newspapers were printed across the globe to meet demand for readers wishing to keep souvenir copies. Readers of the Daily Express, however, will have noticed their front page made no reference to the new President. It was taken up instead with a full-page advertisement for a Fiat 500 which, it turned out, happened to share its first birthday with the date of Obama's inauguration. "It's a big day for firsts," the slogan said. Rival newspapers contained a simply worded advertisement for Veet, the hair removal company: "Goodbye Bush."
If Fiat and Veet sought to quirkily exploit inauguration day, other companies appear committed to tapping into the longer term marketing benefits of Obama's presidency. Pepsi has unveiled a new red, white and blue logo which has an apparent resemblance to Obama's campaign motif, as part of a longer advertising campaign centred on themes of optimism and renewal.
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