Of political puns and social commentary
With brands like Starbucks and Airbnb explicitly stating their political inclinations, marketers are beginning to wonder whether morality and political consciousness is the new cool.
With political culture becoming more polarised by the day, ‘marketers are facing up to new, unchartered territories and reputational risks,’ says Campaign Live. Early this year, a number of brands took a stance about Trump’s immigration ban. Although Starbucks’ protest against the immigration ban got strong mixed views, brands like Airbnb and Lyft experienced a brand boost for their strong stance on the ban.
A quick look at the statistics suggests that although people do not appreciate brands taking up political positions, the act itself doesn’t make a significant dent on the sales.
While mum is the word on politics for FMCG top dogs such as Glaxo-Smith Kline, P&G, Reckitt Benkiser, Unilever and smaller brands can afford to sprinkle a political pun here and there to spice things up.
Established brands (Coca-Cola, Pepsi, Panadol, Sunsilk to name a few) have a legacy to maintain and therefore steer clear from making bold or even covert political statements in their advertising. Although they may be involved in a tug of turfs behind the curtains (Levi’s withdrawing financial support to the Boy Scouts of America in 1992 because of their stance on homosexuality and Pepsi pulling out of South Africa in 1985 subsequent to pressure from the anti-apartheid movement), advertising overall stays clear of political statements.
Read: Social Media – The double-edged sword.
Even in Pakistan, multinational companies have kept their lips sealed in the wake of the Panama Gate scandal. However, thankfully brands like Espresso and Sukoon decided to win a few hearts with their tongue-in-cheek commentary of the political landscape. With Espresso posting ‘Shahbaz was burning’ and ‘There’s a new Sharif in town’ and Sukoon posting ‘Leaks are embarrassing. Get them fixed by a plumber with Sukoon’ – we are convinced that local brands just wanna have pun!