I recently wrote about the marketing difficulties facing Skittles and Arizona Iced Tea in the wake of the Trayvon Martin shooting. You may have already seen how Ohio Arts, the makers of Etch-A-Sketch have handled a recent, much-less-sensitive news item.
After the news picked up a statement from a Mitt Romney Campaign spokesman regarding how the candidate might “pivot” before the general election (“It’s almost like an Etch A Sketch. You can kind of shake it up and restart all over again.”), there were a few different ways the toy company’s marketing department could go: ignore it completely; issue a bland statement regarding their reluctance to get involved in politics; or capitalize on the statement in a clever way. And that’s just what they did.
Stating that “We have a left knob and a right knob for each political party…” the company went on to encourage all Americans to register to vote, and provided a link on their homepage and Facebook page to do just that. Simple, brilliant, and controversy-free. Nice job Ohio Arts!