Retail Reaches Out to the President-Elect

Retail marketing is always fun to watch. You just never know what type of excitement (or horror!) the next ad campaign will bring. And it's especially exciting to see retailers get involved in world events. But, even so, it was a pretty big surprise when after the recent elections, a few retailers created ads geared at President-elect Barack Obama.

In a recent article by BrandWeek, Al Ries, chairman of Roswell, Ga.-based Ries & Ries, noted that it's highly atypical for retailers to get involved in political campaigns.

He went on to say, "This to me is very surprising. I've been around for a while and I can't remember when Bill Clinton or Jimmy Carter or John F. Kennedy or Dwight D. Eisenhower have had an avalanche of ads telling them what to do."

Telling them what to do? Yep, that's right. Retailers are getting bold, putting in their requests to the upcoming president.

And who would have thought Pedigree dog food could be so bold?

The advertisement read like a letter, encouraging President-elect Obama to make good on his promise to allow his daughters to get a puppy for the White House. The ad ran in USA Today and featured a small, adorable dog (that any girl could love!) with a letter stating, "We'd love to help you fulfill your first campaign promise."

Now seriously. That is adorable. I'm not a huge fan of cheesy ad campaigns, but Pedigree really outdid themselves on this one.

After the advertisement came out, bloggers began covering it and publications started reporting on its messaging. The ad popped up on ad of the month sites as well. Not a bad way to get some additional attention, Pedigree.

New York-based Kenneth Cole followed suit with a billboard, "A precedent we can be proud of." Bold, absolutely? Does it work? It got my attention, along with many others in the media.

While it is surprising to see retailers getting so blatantly involved in the current political climate, it also seems to be a good way to garner more media attention.

Both advertisers received many blog posts throughout the web and coverage by outside media of all sorts, not to mention connecting with customers in a different way.

Do you know any other retailers who got in on the action? Think Pedigree's ad was adorable or shameless? Leave your comments here!

 -Heather Strang