Andrew Yang Seeking a Marketing High Through Marijuana Merch Release
Having already secured the backing of one very influential person, namely, Promo Marketing mainstay Elon Musk, Democratic presidential candidate Andrew Yang is hoping to bolster his standing by reaching out to ganja lovers. On Saturday, the entrepreneur tweeted that his campaign is selling marijuana merch, with the goods building on the candidate's advocacy for cannabis reform.
Having never held public office, Yang has struggled to gain much national attention as he attempts to win the nomination over established figures like former vice president Joe Biden, Vermont Sen. Bernie Sanders and Massachusetts Sen. Elizabeth Warren. Though he does not have political experience to assist his aspirations, Yang knows the power of promotional products (much like Sanders, California senator Kamala Harris and President Donald Trump), and included in his tweet a hat that bears “MATH” on the front and a marijuana leaf on the back.
— Andrew Yang (@AndrewYang) August 24, 2019
That headwear item must have already proven a big hit with his supporters, as the website link that the social media post mentions does not have the item listed. A T-shirt and bumper sticker combo pack, going for $30 and $10, respectively, however, give his base a chance to push for greater acceptance of cannabis usage. The marijuana merch, therefore, gives Yang a highly visual opportunity to continue the long shot that is his campaign, a realization that he playfully acknowledged when pointing out his favorability in Colorado, which has become an absolute haven for recreational cannabis purchases.
In terms of the novelty of the T-shirt, bumper stickers and hat (if the website again comes to peddle it), the mention of “MATH"—which stands for Make America Think Harder, strives to counter Trump’s "Make America Great Again" slogan and reflects his enthusiasm for facts and figures—could be a beneficial element if more people come to understand its meaning. With regards to the T-shirt, "MATH" could also make up for the fact that Yang’s logo is rather blandly placed on it.
At this stage in the candidacy process, the businessman would need a miracle to smoke the competition on the left, but he is showing that it can be wise to market promotional goods that have direct connection to one’s policies and platform. Like the eponymous straws that the president is hawking, the marijuana line has obviously become a means for the Yang Gang to roll with the complexity of a general election cycle, and is resonating as another way for candidates to tap into end-users’ psychology, the knowledge of which can go a long way toward influencing someone’s vote.