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Strategy

Kavanaugh Controversy Prompts Outpouring of Merch

The politically charged promotional products are emblematic of the growing trend of imprinted merchandise being used to help advance a cause/political position – and to capitalize on sentiments surrounding social issues.

The recent battle over Brett Kavanaugh’s confirmation as a U.S. Supreme Court Justice dominated the national discussion in the U.S. As we’ve seen with other major political and social issues, the Kavanaugh confirmation fight also generated an abundance of branded merchandise.

Below is a small sampling of what has been available, with some of the merch supporting Kavanaugh and other swag denouncing him. We’re staying out of the political punch-up, and merely mentioning this: The use of branded merchandise to promote a cause, political position, or candidate appears more widespread than ever. Promo industry firms are potentially in prime position to capitalize on that.

The President Trump and Brett Kavanaugh Historical Coin is available from “I Love My Freedom.” The Daily Beast reported that ILMF is run by Pigeon Media, a marketing consultancy registered to a California individual named Clayton Kierns.

This shirt taps into Kavanaugh’s statement that he still likes beer. Made during confirmation hearings, the statement went viral, becoming both a rallying cry for some supporters and a point of criticism from opponents. This shirt was available from Your Trump Shop, which stated that 22 of the tees had sold in the last 60 hours as of this writing. The Daily Beast reported that Your Trump Shop was set up by Republican digital vendor Seth Weathers.

Kavanaugh’s alcohol consumption during his college years came up frequently during confirmation hearings. This mug from pro-Trump website The Donald Stuff taps into that, drawing a comparison between Kavanaugh and John “Bluto” Blutarsky, the fictional wildly drunken frat boy from the Animal House movie.

Redbubble, the global online marketplace for print on demand products based on user-submitted artwork, was replete with pro and anti Kavanaugh swag. Items included the above sticker and the below shirts and wall tapestry.