- USA Today, Thursday, September 13, 2012 9:25 AM
Politically themed ads are hitting the airwaves. Brands like Maker's Mark, 7-Eleven, Boston Market and FedEx might be
taking a risk, though, per one analyst. "This is a tight election with massive polarization," says Daniel Howard, marketing
professor at Southern Methodist University. "This is not something I'd want to associate my
brand with." 7-Eleven, for the fourth-consecutive presidential election, is selling coffee in red or blue cups (party specific) and the company is keeping its won poll, which the company says has
mirrored election results. Maker's Mark bourbon has brought in James
Carville and Mary Matalin for a party they can both support: The Cocktail
Party. Boston Market has a micro-site with a voting function, and FedEx Office has a TV spot where two politicians
agree to a clean campaign. They don't.
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