Cashing In on a Message of Change

ReutersObama masks piled up at Japan's Ogawa Rubber factory in Tokyo on Monday. The masks went on sale last month.
WASHINGTON — The guys hawking Barack Obama T-shirts and trinkets on the corners of downtown Washington have some new competition in the selling frenzy building up to the president-elect's inauguration Tuesday — Corporate America.

Companies ranging from global giants like soda and snacks maker PepsiCo to a local grocery chain offering cakes with Obama's face in icing are jumping on the Obama commercial wave. Others, like the Swedish home store IKEA, are hoping that consumers take Obama's mantra of "change" to heart so much that they go out and buy furniture to mark the change in the White House.

It is relatively rare for corporations leery of alienating consumers with any whiff of politics to associate themselves with a political figure, according to marketing experts. But at a time when many Americans have snapped their wallets shut during a grinding recession, the groundswell of popularity that Obama has generated with his upbeat campaign themes, along with the symbolism he brings as the nation's first black president, are likely too good for many battered retailers to pass up.

"This occasion is more exciting than most presidential inaugurations," said Noel Hankin, senior vice president for multicultural relations for Hennessy, which is selling a limited-edition bottle of cognac with the number "44" on it to mark Obama's spot in the line of presidents. "We think this is an appropriate way to celebrate and honor him."

Obama's campaign and election touched off a marketing blitz unparalleled by any recent president.

Street vendors in Washington were selling Obama items next to the usual FBI hats and Washington T-shirts well before his election Nov. 4. But the marketing potential around him became clear the next day, when people eager to own keepsakes of the historic event bought out newspapers nationwide.

Many papers plan to print extra copies Tuesday. The hometown Washington Post plans four separate editions on Tuesday and Wednesday along with an afternoon extra on Inauguration Day.

The TV shopping channel QVC is planning special live broadcasts from Washington, which will include parts of the inauguration, parade and an inaugural ball later that night. It is also selling Obama collectibles like Obama coins and baseballs painted with the Democratic donkey or Republican elephant.

Ice cream maker Ben & Jerry's made "Yes Pecan!" ice cream studded with pecans that plays on Obama's "Yes we can" campaign slogan. Seattle soda company Jones Soda is selling a new flavor of orange cola it calls "Orange You Glad for Change." Six packs of the bottles that have Obama's face on the label cost $14.99. Mapmaker Rand McNally is offering a "fabMAP" cloth map of the parade route on one side and a beaming Obama above the Capitol on the other.

The level of marketing is rare for a president, said John Quelch, a Harvard professor who specializes in marketing. "There is a lot of goodwill, a lot of optimism around Obama at this point," Quelch said. "Until the honeymoon period is over, why not try and take a free ride on his coattails."