In 1959 ad agency Dancer Fitzgerald Sample introduced the Trix rabbit. General Mills had launched the cereal five years earlier as the first fruit-flavored cereal on the market but in the new ads an anthropomorphic cartoon rabbit tried to trick kids into giving him a bowl of the cereal. Each time they outsmarted him they’d say, “Silly rabbit, Trix are for kids!” a line that became a classic advertising trope.
Do not grieve for the rabbit. He succeeded in obtaining bowls of Trix seven times over the years. Five as the result of box top mail-in contests in 1968, 1976, 1980, 1984, and 1991, and again in 2005 when fans votedonline as to whether the rabbit should get a bowl of the cereal. Children who participated received an “I Voted” button. Oh, and then again in 2017. Trix ran a social media campaign that allowed children to vote whether the iconic Trix rabbit should get the cereal (both times the votes were overwhelmingly “yes”).
Those kinds of CX promotions boost brand engagement and tie into the broader themes of participation and choice, akin to the voting process in real elections. Campaigns like these typically aim to raise awareness about the importance of, well, the product, sure, but also voting and one’s civic duty. As such, brands have engaged in various strategies to promote elections, focusing on civic engagement and awareness, and, of course, the brand. 
BTW, I’m bringing all this up now because there’s a U.S. presidential election coming up. No, really. It’s been on all the news. November 5th. It’s a Tuesday, I believe. And given the tribalism and rancor and divisiveness this year, I thought I’d take a look at how brands are handling things. So, here are some common brand strategies and tactics related to the upcoming election. The one on November 5th:
Corporate Responsibility Initiatives: Some companies highlight their commitment to democracy and civic engagement through donations to non-profit organizations that promote voting rights and voter access.
Campaign Partnerships: Brands partner with organizations to encourage voter registration and participation, often promoting initiatives that educate consumers about the voting process itself.
Merchandise and Promotions: Some brands release limited-edition merchandise or offer discounts to customers who show proof of voting, creating a direct incentive to participate in the election (just in case democracy wasn’t enough).
In-Store Activations: Retailers host events or provide information kiosks to educate customers about voting and local polling places.
Social Media Campaigns: Many brands use social media to share messages about the importance of voting, utilizing hashtags and engaging content to reach younger audiences.
Content Creation: Brands produce videos, articles, and podcasts discussing the election, candidate issues, and the importance of civic engagement, often using influencers to reach wider audiences.
Influencers: Some of the biggest names in business, politics, and entertainment have weighed in on the 2024 presidential race in recent weeks, backing particular candidates in hopes of moving the needle this November. The 5th.
Musician Bruce Springsteen shared an Instagram video saying he would support Kamala Harris and Tim Walz because they “are committed to a vision of this country that respects and includes everyone, regardless of class, religion, race, political point of view or sexual identity.” So did pop star Chappell Roan and actress Jennifer Lawrence. Oh, and some singer (and, apparently, “Childless Cat Lady”) named Taylor Swift.
Actor Zachary Levi endorsed Donald Trump saying he now believes Trump is going to help “take back this country.” Mr. Trump also received endorsements from Amber Rose, Rob Schneider, Roseanne Barr, Hulk Hogan, and Kid Rock. Oh, and Silicon Valley scion turned Trump superstar supporter, Elon Musk, who appeared at a recent Trump rally and implored audience members and viewers to register to vote saying, “This election is the most important election of our lifetime.”
Make of those endorsements what you will.
Individual brand efforts are not only aimed at increased voter turnout but also to align brands with social responsibility positions, appealing to consumers who value both civic and brand engagement – to one degree or another, depending, one can only presume, where you fall on the political spectrum. Yes indeed, brands capitalize on elections all the time because voting is a fundamental aspect of a democratic society. Well, that and, as it turns out, something that allows brands to promote themselves while capitalizing upon a fundamental aspect of a democratic society. Too much irony?
Anyway, Presidential elections in particular are ripe for all that because, well, for the increased attention and visibility it engenders via heightened public interest. Here are some top-of-mind brand notables:
Pepsi and Coke have run campaigns encouraging consumers to vote, leveraging their own traditional rivalry with both brands engaging in voter registration campaigns and using social media to encourage young people to vote. BTW, not for nothing, Coke was #4 in our 2024 Most Patriotic Brands survey.
Nike (#22) has promoted voter registration and participation through social media campaigns and in the past special product launches, tying their marketing to civic engagement. Their campaigns have featured athletes who advocate for social issues and encourage voter participation, aligning their brand with generally progressive movements.
Starbucks encourages voter participation, in the past offering free coffee to customers who show their “I Voted” stickers.
Ben & Jerry’s has historically used their platform to advocate for voting rights and has run promotions that encourage people to vote. They’ve even released special flavors aimed at voter engagement and social justice.
Budweiser has run ads emphasizing the importance of voting, sometimes featuring celebrities and patriotic themes to inspire people to participate (Well, to be fair, patriotic themes are essentially their brand).
Amazon has launched campaigns promoting voter registration, running ads that encourage people to make their voices heard. And while Amazon is an amazing brand (#10 on this year’s Most Patriotic Brands list), there’s no such thing as a self-service democracy, so you’ll have to vote for yourself.
Patagonia is known for its environmental activism (pretty much its brand), and has used its platform to encourage voter participation, especially in issues related to climate change and public lands usage.
Levi’s has produced campaigns focusing on civil rights and encouraging voters to make their voices heard, particularly among younger demographics. They were #3 in this year’s Most Patriotic Brand survey. I suspect there is some corollary there!
Facebook and Twitter have run campaigns to promote voter registration and engagement, offering tools to help users find polling places and learn about candidates. Snapchat has created special filters and reminders to encourage its users to vote.
There are others, of course, but you get the idea. Brands often aim to resonate with their target audiences by aligning their messaging with social outreach about issues that matter to them while making voting and civic engagement a focal point of their campaigns. And how they foster a sense of community no matter how divided the electorate. Public interest and media coverage, larger audiences and higher levels of engagement with news and candidates and issues, make consumers more receptive to that kind of brand outreach.
Less derisively, I suppose, by understanding issues that resonate with different groups, brands can create messages that align with voters’ values and priorities, which allows them to position themselves as both socially conscious and politically aware, with more powerful impact for their ads and social media outreach that’s relevant in the cultural zeitgeist. And, of course, improve sales and consumer loyalty for their products and services. This is marketing we’re talking about, after all!
Oh yeah, and with the November election fast approaching (did I mention it’s November 5th? 21 days from today!), the significance of voter participation is critical. Each citizen’s vote plays a crucial role in shaping local, state, and national policies. It doesn’t matter if you’re in a battleground state or not. There are 11 states electing new governors. Every member of the House of Representatives is up for reelection. There are legislative races and Senate races and elections for Attorneys General. So, make like a brand, make your voice heard, and make sure you vote.
Trust me. There’s a lot more at stake than a bowl of cereal!
Photo by Tim Mossholder on Unsplash
