• by Aaron Baar , Staff Writer, October 2, 2008

"Never discuss politics or religion." We've all heard it. Sometimes we practice it, sometimes we can't help ourselves. But given what touchy subjects politics and religion both are, why do marketers feel it incumbent upon them to drag the former into their marketing campaigns every four years?

7-Eleven, bellwether of convenience stores, is just the latest to jump on the bandwagon of tying its sales to the political campaign. Between now and Election Day, customers can opt to put their purchased coffee in a red cup emblazoned with McCain's name or a blue Obama cup. Sales/poll results will be updated daily at www.7-election.com.

Don't laugh, according to the company, only 1 percentage point separated George W. Bush from Al Gore. And in 2004, Bush beat Sen. John Kerry 51% to 49%. (First-day results for the current contest were not available by press time.)

"While we don't bill this as a statistically valid study by any means, it does reach Americans in their hometowns, on their way to work, after school or just going about their daily lives," said 7-Eleven president and CEO Joe DePinto, in a release about the promotion. "7-Election provides and interesting daily snapshot of the election."

Uh-huh.

7-Eleven isn't the only one trying to riding the election's coattails. Baskin-Robbins has unveiled the "Flavor Debate '08," whereby by Americans can vote - with their pocketbooks - for one of two limited-edition flavors: Straight Talk Crunch (McCain) or Whirl of Change (Obama). When the polls -- otherwise known as cash registers -- close on Oct. 20, the winner will be announced, "possibly providing a taste for which candidate Americans will choose as the next President of the United States," according to a company release. Straight Talk Crunch has a narrow lead over Whirl of Change, 51% to 49%. What does it say about me that my favorite flavor is Mint Chocolate Chip? Amazon.com has set up an Election Store on its web site, dividing the country into red and blue states based on their book sales. Obama probably doesn't consider his home state a battleground, but Illinois is pink with only 53% "red" books purchased vs. 47% "blue." Forget television ads in Michigan, Ohio and Florida; Obama might want to use his campaign coffers to shore up literary support in the Land of Lincoln. A bonus to this tactic: If he buys his own book, he'll get royalties.

(Arizona, by the way, is solidly red - whew, at least John McCain won't have to suspend his campaign for a home-state book tour - and California is in play, though leaning blue.)

Jones Soda, the maker of Thanksgiving-flavored sodas, is offering its own take, doctoring labels of its Pure Cane Cola with images of Obama, McCain and -- because this was done before the conventions-- Hillary Clinton. Right now, Obama's "Yes, We Can Cola" is trouncing "Pure McCain Cola" by an almost 5 -to-1 margin, though I have a feeling a "Pit-Bull Palin Cola" would outsell them both.

So that's what it's come to. Actually, I'm a bit surprised there are so few examples. Perhaps the fact that I -- and the rest of the Marketing Daily staff -- scared up so few means marketers are beginning to understand consumers see such promotions as a half-hearted grab for headlines, rather than solid strategy. That mindless platitudes and patronizing pandering will not get consumers' vote at the cash registers. Maybe marketers understand that what compels people to vote with their wallets are marketing campaigns that somehow address the issues they care about -- even if that issue is whiter socks.

I hope so. Because that would be change I can believe in.