Presidential campaigns are all about branding.
And good merchandise is a key part of the process. Along with a means of fundraising, campaign swag can be a creative convoy for spreading candidates’ names or slogans.
Political merchandise has been part of American history since the country’s first president, with “Long Live the President” buttons sold at George Washington’s inauguration. These products became a tool for campaigns almost two centuries ago, when William Henry Harrison spun Martin Van Buren’s criticism that he would “sit the remainder of his days in his log cabin” into his winning persona as “The Log Cabin and Hard Cider Candidate.”
But flipping campaign criticism into a new slogan didn’t end with Harrison and Van Buren. From President Joe Biden to GOP underdog Doug Burgum, several 2024 presidential candidates have also found ways to turn taunts or insults into campaign products − and profit.
“Dark Brandon”: An alter-ego becomes Joe Biden’s bestseller
With his red laser eyes and mischievous grin, the character known as “Dark Brandon” appears on hats, shirts and mugs available for purchase on Biden’s online campaign store.
What started as an insult to Biden from his Republican opponents turned into the president’s Machiavellian alter-ego and a popular internet meme. “Dark Brandon” combines “Dark Make America Great Again” imagery from the right with the chant “Let’s go, Brandon,” a polite alternative for insulting Joe Biden.
And the president’s edgier doppelgänger is proving popular, driving visitors to his website and accounting for about half of the store’s orders and total revenue, Axios reported.
The Biden administration first embraced the persona last year, when White House aides used the meme to boast about the president’s legislative successes, Politico reported at the time.
“Past my prime?”: Nikki Haley turns Don Lemon’s comment into lemonade
Former South Carolina Gov.Nikki Haley is making sure no one thinks she’s past her prime, despite what one former CNN anchor said earlier this year.
After Haley, 51, announced her candidacy in February, Don Lemon, then-co-anchor of “CNN This Morning,” said on air that the former South Carolina governor “isn’t in her prime.”
Haley’s response: “Hold my beer.”
At least, that’s what it says on the second glass of a matching set available on her campaign site, with the other cup reading, “Past my prime?” Her store also features a mug set with the response, “I’m just getting started” and other products that say “In my prime.”
“Doug, who?”: Doug Burgum uses outsider status to his advantage
Months out from the first Republican primary election, some voters may be asking themselves, “Doug, who?” when they hear about the North Dakota governor’s presidential bid.
They can also buy a shirt with that very question from Burgum’s campaign store.
Burgum lacks the name recognition of some of his competitors, including former President Donald Trump or Florida Gov. Ron DeSantis. But less than two months since he announced his presidential campaign, Burgum met the donation threshold for the first GOP debate later this month − albeit through a “hack” that some have criticized as unethical by giving out $20 gift cards to anyone who donated $1 to his campaign.
“When Doug launched his candidacy, the DC elites didn’t even know who he was,” Burgum’s press secretary Lance Trover told USA TODAY. “The shirt is a play on how those in the Acela Media Corridor should remember that in America one doesn’t have to be part of the Washington power structure to accomplish big things.”
“Too Honest”: Pence gets sales from Trump’s indictment
Former Vice President Mike Pence will also join his Republican rivals on the debate stage. His campaign announced last week he officially reached the Republican National Committee’s requirement for 40,000 unique donors.
Pence’s campaign saw increased attention and much needed donations following the news of a third indictment against Trump, these charges citing his alleged efforts to steal the 2020 election.
Part of the 45-page indictment document describes a conversation between Trump and Pence, which ended with the latter calling his then-No. 2, “too honest,” for refusing to reject electoral votes for Biden.
The Pence campaign embraced the criticism, releasing “Too Honest” T-shirts and hats the same day Trump appeared in Washington, D.C. for his arraignment.
Trump sells a mug shot
Trump is not exempt from indictment benefits.
The former president saw a $4 million fundraising bump after his first indictment by a Manhattan grand jury in March. His campaign also began selling shirts and merch featuring a photoshopped mug shot of the former president.
The fake photo, which shows Trump a few inches taller and holding a nameplate referring to him as the 45th and 47th president, is the closest he’s come to a mug shot, yet, in his ongoing legal battles.
Trump has been indicted and arrested three times, but in each case, authorities declined to have his mug shot taken.
However, an indictment out of Fulton County, Georgia, over Trump’s efforts to pressure election officials in the state is expected any day now, and the sheriff there, Patrick Labat, said Trump can expect to be treated like any other criminal defendant.
“It doesn’t matter your status,” Labat said in a press briefing earlier this month. “We have a mug shot ready for you.”
