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Strategy November 16, 2018

Branded Merch Line Helps Build Buzz For Michelle Obama’s Memoir

Products include T-Shirts, mugs, onesies and more. Some items bear inspirational quotes from the former First Lady.

By  Christopher Ruvo

Whether you’re a fan of former President Barack Obama and First Lady Michelle Obama or not, you have to admit: the Obama brand has staying power.

Latest testimony to that? The former First Lady’s just-released memoir, Becoming, sold 725,000 copies on the first day of its release. Fittingly, there’s a line of Becoming-themed merchandise to help build buzz around the memoir and Michelle Obama’s supporting book tour.

Items include T-Shirts, caps, mugs, a hoodie, a denim jacket, a notebook, a pencil set, onesies, a bookmark, an enamel pin set, a tote, a keychain and more. Certain products feature inspirational quotes form the United States’ first African-American First Lady, such as “Work To Create The World As It Should Be” and “When They Go Low, We Go High.”

Unisex long sleeve sweater available for $60 at https://becomingmichelleobamashop.com/

Proceeds from sales of the swag will reportedly benefit the Global Girls Alliance, an Obama Foundation program that seeks to empower adolescent girls around the world through education. Some analysts say the merch – and its mission – is a brilliant move.

Below are more samples from the Becoming collection. We’ll leave politics out and simply note that this is a compelling example of the essential role promotional products play in effective marketing. After all, one of the world’s most famous, iconic women is using promo products to do good and promote her brand and book.

Enamel Pin Set. Available for $20 from https://becomingmichelleobamashop.com/

Becoming-logoed metal keychain available for $15 from https://becomingmichelleobamashop.com/

Available for $35 from https://becomingmichelleobamashop.com/

Available for $35 from https://becomingmichelleobamashop.com/