Which brands have become popular in the "endorsement" of political figures? Moutai wine witnesses China and the United States

Not long ago, the stock price of a certain brand of pickled mustard rose sharply after media reports that the leaders of China and Kazakhstan ate pickled mustard and millet porridge during breakfast on the plane.

In fact, it is not uncommon for politicians to unintentionally "endorse" it. For example, Zhou Enlai and Nixon drank Moutai together, Deng Xiaoping loved Panda cigarettes, and Putin's wearing a famous watch on his right wrist triggered a Russian fashion trend...

The story of the brand becoming popular because of politicians sounds more like a legend.

Moutai wine witnesses Sino-US friendship; Ho Chi Minh is not allowed to smoke panda cigarettes

In February 1972, then-US President Nixon visited China. On this historic ice-breaking journey, Zhou Enlai used Moutai liquor, which had been stored for more than 30 years, to entertain distinguished guests, and lit his own glass of wine on the spot to add to the fun in this way.

The book "Diaoyutai State Affairs" records the scene at that time: "The blue flames flashed, and the flames in the wine glass became smaller and smaller, and finally gradually burned out... Zhou Enlai looked at Nixon with a thoughtful look, with infinite meaning. nodded his head."

Afterwards, the two raised their glasses to celebrate together, and the TV broadcast the picture of Zhou Enlai and Nixon toasting and transmitted it to the world. As a witness to Sino-US friendship, Moutai also became famous around the world with this historic moment.

In 1974, Deng Xiaoping had dinner with former U.S. Secretary of State Kissinger. Kissinger repeatedly raised his glass to toast Deng Xiaoping in a China way. "The Secret Record of Kissinger's Talks" records an interesting conversation between them. Kissinger's assistant Winston Lord joked: "I believe we can solve the energy crisis with Moutai." "Then can we also solve the raw materials crisis?" Deng Xiaoping responded humorously. Kissinger replied: "I think as long as we drink enough Moutai, we can solve all problems." Deng Xiaoping said with a smile: "Then I must increase the production of Moutai after returning to China."

Like the national treasure panda, the "Panda" brand special cigarettes are also regarded as diplomatic gifts. The late President of Vietnam Ho Chi Minh regularly received panda cigarettes from the China Embassy, but he was reluctant to smoke them all in one go when lighting the cigarette. He often smoked half of the cigarette and put the remaining half in a small bottle.

The TV at the Shanghai Tobacco Expo Museum keeps playing this scene: On September 2, 1986, Deng Xiaoping accepted an exclusive interview with Wallace, a reporter from Colombia, in Ziguangge, Zhongnanhai. He took out his panda cigarettes as usual. Wallace also asked for one, only to find that the filter tip was longer than a cigarette.

The Shanghai Tobacco Expo also collects Deng Xiaoping's favorite panda cigarettes and ashtrays. Staff from the museum said that panda cigarettes specially supplied to national leaders are not sold to the public and are generally produced in batches only during National Day.

Obama wears a black coat and is "endorsed"; Gorbachev becomes "advertising male model"

It is difficult for brands that are favored by politicians not to be "popular".

When Putin first became president, his favorite suit brand was the French brand Brioni. Because of the president's demonstration effect, Russian men were once crazy about Brioni, thinking that wearing it was a symbol of success and status. What is even more surprising is that due to Putin's influence, the brand has become a first-line brand in Russia that is on par with Hermes, Lanvan, Cheriti and other brands.

Putin also particularly likes watches and is a typical Swiss high-end watch enthusiast. His favorite watch brands are Swiss brands Blancpain and Patek Philippe, and one of his Patek Philippe perpetual calendars is worth about 60,000 US dollars. Since Putin put on the Patek Philippe watch, the same series of watches in Moscow were sold out overnight. His habit of wearing a watch in his right hand has also led to a trend of wearing watches in Russian politics.

Leaders easily "promoted" the brand and even allowed the brand to go abroad. Seeing such huge benefits, how could businessmen not take action?

In early 2010, U.S. President Barack Obama appeared on the outdoor screen in Times Square in New York. In the advertisement, Obama wears a black coat, hands in his pockets, and looks into the distance. The background is the Great Wall of China. The slogan reads: "Fashion Leader." The annotation on the left side of the advertisement indicates that the coat brand is Weatherproof.

According to Freddie Stallmac, the company's boss, when he saw the photo, he thought the coat Obama was wearing was very familiar, so he took a magnifying glass and looked at it, found that it was indeed the Weather-proof brand, and immediately purchased it from the Associated Press. Photo use rights.

"We're not trying to send a message to citizens that 'Obama supports our products,' we just want to tell everyone simply that after 100 years, we have finally found a very fashionable president," Stallmac said. The White House expressed displeasure with the matter and asked the company to remove the advertisement. After several arguments, the latter agreed to remove all billboards; but the opposition and controversy earned the brand more attention, making it a successful marketing campaign.

Unlike Obama who was "endorsed", some leaders also took the initiative to endorse brands, of course, most of them after relinquishing power.

Former Soviet President Gorbachev served as a "male advertising model" for several brands such as Pizza Hut and Apple Computer. In 2007, he began to get involved in fashion advertising again.

Through the windows of an old black sedan, the sky was gloomy and the Berlin Wall was mottled, Gorbachev sat in the back seat in a black suit, with a Louis Vuitton travel bag next to him. The dark environment, the characters who retired behind the scenes and the fashion of the travel bag are in sharp contrast."In an instant, the light of Louis Vuitton made Gorbachev's image seem dimmer, but it was also definitely eye-catching," the Russian media commented.

Most female politicians unintentionally help the brand "advertise free"

As a bright color in politics, female politicians often become the focus of their clothes, attracting the attention of fashion people, and unintentionally "helping" brands "advertise free" in the media.

Danish Prime Minister Helle Toning-Schmidt has a beautiful appearance and is obsessed with haute couture dresses and luxury goods, especially Gucci GUCCI bags, hence the name "GUCCI Girl".

Former Prime Minister Tymoshenko of Ukraine is well known for her importance on clothing, and she especially loved Louis Vuitton. The media once revealed that she had two ordinary-looking Louis Vuitton jackets that were expensive. In addition, the two handbags she often uses are also from this brand.

Christine Lagarde, Managing Director of the International Monetary Fund, is very fond of Chanel. She often wears a black dress and sometimes wears a simple black coat on her upper body. Vogue magazine once introduced how Lagarde selects clothes, of which the Chanel brand is one of the main sources of her clothes.

For the fashion industry, politicians not only represent fashion trends, but also represent economic indicators. When Kate married into the British royal family in 2011, public obsession with Princess Kate's dress drove the fashion economy. David Yemak, professor of financial economics at New York University's Stern School of Business, studied the stock prices of 29 clothing brands worn by Mrs. Obama and found that the average market value of the 18 brands Mrs. Obama's favorite companies rose by 2.3%, far exceeding the 0.5% increase brought by celebrity endorsements.

Brands sometimes subtly "advertise" for politicians

From this point of view,"political endorsements" have contributed to the promotion of the brand. But from another perspective, it is not difficult to find that some brands sometimes subtly "advertise" politicians.

At the first election of the first session of the Seventh National People's Congress in 1988, Deng Xiaoping habitually lit a "Panda" cigarette. After a while, a note was passed forward row after row from the stage and passed directly to Comrade Xiaoping on the stage. The note read,"Comrade Deng Xiaoping, please not smoke on the rostrum." Deng Xiaoping nodded and smiled after reading it, and quickly put out the cigarette. "The significance of this note is not to quit smoking, but to reflect the democratic atmosphere." Yang Shaoming, a reporter in charge of photography for the conference, said this.

Former British Prime Minister Churchill loved cigars, and the Cuban brand Romeo and Juliet was his favorite. In many historical images, the iron-blooded prime minister takes "photos" with cigars, which are like props, witnessing the important historical moments he has passed through. However, cigars do not appear in the portrait of Churchill taken by photographer Youssef Cash. It turned out that Churchill was leisurely holding a cigar in his mouth. When Cash raised his head and prepared to take pictures, he suddenly realized how such a gentle and gentle Churchill could fit the title of "wartime prime minister"? So he pulled the cigar from Churchill's mouth, which angered Churchill, making him stare with his eyes wide open and his left hand akimbo-the photographer pressed the shutter, and this "angry Churchill" became a classic in history and a symbol of Churchill.

A good image also adds points to the career of politicians. John Morlow, credited as America's first wardrobe engineer, wrote that "wearing clothes that are authoritative and professional is a necessary condition for success."

Mr obama knows better. He would choose a well-tailored Zegna suit to show an elite image; he would also choose a Navy blue wool suit from a local American brand when formally accepting the party's nomination and delivering a speech. His dress taste and favorite brands have been repeatedly studied by fashion editions of various media, and merchants have printed his image on a variety of products for sale. Obama naturally hitched this "ride" and earned enough public attention. As talk show host David Reitman said: "Obama is wearing a superb suit. That's a real candidacy suit." Wang Yi synthesized from Xinhuanet, International Herald Tribune, Phoenix, China)