Losing the war, winning the product tie-ins

(aritcle I just wrote for Media Week ME)


Communism may have failed, but the merchandise lives on. I just got back from Hong Kong and that place is awash with Chairman Mao watches, alarm clocks, little red book lighters and t-shirts galore. It was the anniversary of Tiananmen Square and the Chinese press wasn’t allowed to refer to it as a massacre, but yet it seems ok to turn their great leader into a novelty item. The wristwatches with Mao’s arm vibrating like he had Parkinsons disease, cracked me up. There obviously isn’t an office of the brand of Mao that approves these things.
Che Guevara is the ultimate commie pin up boy. I like a nice Che T shirt as much as the next bloke, but I draw the line at the pair of jeans I saw at Dubai Mall, featuring Che, spray painted in silver on the rear pockets. WTF?
There are more ex US presidents alive than at any time in history, but where’s their merchandise? I wonder if any of them feel a little bit bitter about the fact that although they helped win the battle of good versus evil, they never made it onto watches and lighters like their red counterparts. It’s not like there aren’t some good opportunities available. How about a Bill Clinton watch with little cigars for the hands. George W could do a deal with the makers of those units fro drying fruit. They could launch a big industrial sized one called George W Bush’s Weapon of Mass Desiccation.
Speaking of launches, seeing as how Gulf War 1 was basically a really big PR event for the launch of the Hummer, why didn’t they do a George Bush Senior model – ‘The Bush Hummer. It will go anywhere except Baghdad.’
Saddam Hussein missed out on a greatest commercial opportunity after the 1st Gulf War. His line ‘The mother of all battles’ was a classic that’s been adapted all over the planet. Bet he wished he’d copyrighted that beauty. George W tried to launch his own catch phrase in GW2, but ‘Mission Accomplished’ came back to bite him in the bum. It seems that the truly memorable leaders have loads of merchandise. In a million years, when alien anthropologists are sifting through the charred remains of the wasteland that was once earth, they will sort through the watches, t shirts, coffee cups and key rings in an effort to work out who was once the most powerful and revered leader on this rock. Based on the sheer volume, I think they’ll conclude it was Mickey Mouse. And that’s kind of interesting because when you think about it he has a lot in common, with Americas Presidents. A well recognized face of a large organization who is ultimately just a figurehead with no real power.