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Barack Obama, sales associate

When Slate chronicled the affinities between Barack Obama and Pepsi last August, those connections may have been (in author James Ledbetter's words) "largely accidental."

Not anymore. In case you missed it, Pepsi's doing its damndest to co-opt Obamania with its "Refresh Everything" campaign, which involves the uploading of video messages for the president (to a dedicated YouTube channel, natch) and participate in additional "fun experiences" still to be announced.

To be fair Pepsi isn't alone: in particular, the media (including the Boston Globe) have been using Obama to boost their own brands ever since the election. 

That being the case, though, I wonder: at what point will the Obama-as-marketing-tool backlash kick in? Because speaking personally, Pepsi's approach makes me want to stick to Coke.


  • Carly Carioli said:

    For Faraone, it was the point when he got on the train yesterday: //qik.com/video/886876

    January 20, 2009 10:19 PM
  • aging cynic said:

    Does this mean Deval's last check from Pepsico has cleared?

    January 23, 2009 11:55 PM
  • ani dalit said:

    Apparently, to judge from an article in the NY Times, Sasha-and-Malia-as-marketing-tools (for dolls made by the company that makes Beanie Babies) did not go over big with Michelle Obama.

    January 26, 2009 8:09 AM

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