In November, one week before the US election, the Innovation Group published The Political Consumer, a deep dive into how brands can successfully navigate today’s hyper-politicized landscape. How have brands responded in the weeks following the campaign?
So far, not many have. “I’m getting this ‘wait and see’ attitude that seems to be prevalent,” says Douglas Quintal, a senior executive-in-residence at Emerson College’s department of marketing communication. “We’ve seen how the markets reacted, we’ve seen how the public has reacted, but as far as the new rotation of commercials or ads coming out, it’s really difficult to assess right now.”
An election night that took many by surprise may account for some of the silence. Johnnie Walker aired an ad on Election Day titled “Keep Walking America” with actors that spoke both English and Spanish that touted the country’s progress and aimed to speak to a young, multicultural generation. According to Adweek, the company scrapped a planned follow-up that would have celebrated female empowerment, titled “Jane Walker,” in the wake of the election results.
Some brands turned to messages of unity and acceptance both during and after the campaign. Airbnb’s “Accept” tied a message of diversity into its updated Community Commitment guidelines, while Amazon showed an Anglican vicar and a Muslim imam building friendship amid growing xenophobia. Election ads from Jeep and Tecate beer showed people of different viewpoints united by a common product.
“A lot of brands can’t successfully come out after a very contentious and acrimonious election season and come out with something that really resonates with all humans, and makes them feel better,” said Kerry O’Grady, an assistant professor at NYU’s School of Professional Studies. “One of the things during the election that disappointed me the most was the lack of storytelling and ads that really bridge that gap and bring people together.”
One example cited by O’Grady for its storytelling was Ben & Jerry’s “One Sweet World” ad that aired after the election. More direct than other spots, “One Sweet World” follows a cherry standing up to a group of lemons, who are supporting a candidate of their kind at confrontational rallies. In the end, the two fruits develop a friendship that sparks new life into the town’s community. “We don’t live in a one flavor world,” reads the final tagline.