Political merchandise has gotten to a point that we’ve referred to as “adversarial.” Rather than simply promoting the candidate itself, it also takes jabs at the opponents through the promotions themselves.
While quite a bit of these items came from the Trump campaigns of 2016 and 2020, the latest is actually at the expense of the former president, and comes from none other than his former Vice President, Mike Pence.
It’s subtle, but a new Pence 2024 shirt features the message “Too Honest.” That’s a reference to a conversation that allegedly took place between Trump and Pence, as written in the indictment against former President Trump. The indictment claims that Pence allegedly called Trump on New Year’s Day 2021, and Trump “berated [Pence] because he had learned that the Vice President had opposed a lawsuit seeking a judicial decision that, at the certification, the Vice President had the authority to reject or return votes to the states under the Constitution.” When Pence responded that there was no constitutional basis of that authority and that it was improper, the indictment claims that Trump responded, “You’re too honest.”
And, thus, we have these T-shirts and hats.
NEW: Mike Pence selling “TOO HONEST” merch in wake of Trump indictment
According to the Special Counsel, Trump called Pence on New Year’s Day in 2021 and “berated him.” When Pence said he didn’t have the authority to return or reject votes, Trump told him, “You’re too honest.” pic.twitter.com/srGkmJWuMG
— Libby Cathey (@libbycathey) August 3, 2023
Trump himself has used the indictments as inspiration for new merchandise, selling shirts with a fake mugshot and the caption “Not Guilty” to supporters in exchange for a $47 donation.
On the other side of the political aisle, President Biden is ramping up his own re-election merchandise with the help of an internet meme.
If you aren’t familiar with the meme of “Dark Brandon,” that’s OK. Essentially, after “Let’s Go Brandon” became code for an anti-Biden message we can’t print here, people jokingly referred to Biden as “Brandon.” From there, people tied it in ironically with the Q-anon concept of “Dark MAGA,” of going above and beyond the normal means of getting things done politically to further a movement. So, “Dark Brandon” was an ironic nickname for the president when he was perceived to be going his own way and bucking the D.C. norms to get things done. As with many internet memes, he has laser eyes.
So, here we are with “Dark Brandon” tote bags, T-shirts, caps, and mugs.
A cup of Joe never tasted better.
Grab yours: https://t.co/4fbxCBQNPZ pic.twitter.com/s2qboyE7C1
— Joe Biden (@JoeBiden) August 3, 2023
Axios even reported that 54% of Biden’s current merchandise sales are coming from “Dark Brandon” merchandise, meaning it has struck a chord with supporters.
New: “Dark Brandon” merch is powering the Biden campaign’s webstore
54% of the store's total revenue is coming from Dark Brandon-themed products, per campaign
The "Dark T-Shirt" & "Dark Roast Mug" are the best-sellers of the 43 items for salehttps://t.co/crNoZt6mlg pic.twitter.com/OndDbsmO9Z
— Alex Thompson (@AlexThomp) August 4, 2023
We’re a long way from the political merchandise of “I Like Ike,” despite Mike Pence’s campaign message. Political merchandise now relies heavily on the internet culture so important to crucial young voters. Simply slapping a name on a sticker isn’t enough anymore to reach people.
You occasionally need to throw in some laser eyes or meme references, or at least play off of current events, even if the product is meant for more longevity.
