Election 2020

MERCH MADNESS

The 2020 presidential campaigns' battle over branding

1 of the most memorable aspects and then far of the 2020 presidential campaigns has been their merchandise: Elizabeth Warren'southward "Billionaire tears" mug. Amy Klobuchar'southward branded water ice scraper. And, of grade, President Trump'due south iconic ruby-red hat.

The proliferation of slogan-emblazoned products is possibly not surprising, considering that we are in the era of influencers and memes. Not to mention that the eventual Democratic nominee will compete against a former marketing mogul whose savvy entrada branding helped pave his fashion to the White Business firm.

But they aren't just centre-communicable conversation starters. Sales of official merchandise are considered campaign contributions, and these items have played a large office in the presidential candidates' fundraising.

Hither's what the candidates' merchandising may tell the states about their entrada strategies.

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President Trump took entrada merch to a new level during his 2016 entrada. His signature "Make America Bang-up Again" hats were seemingly everywhere. Since then, Trump's reelection entrada has figured out how to produce merchandise quickly, capitalizing on his supporters' outrage. For instance, it made Trump-branded plastic straws later on restaurants began banning them for harming aquatic life.

(Photos past Marvin Joseph/The Washington Mail service)

While running for reelection, he has refashioned his slogan: "Keep America Great." Also among the products that have helped generate millions of dollars for Trump's campaign is a T-shirt begetting an unflattering likeness of the Firm impeachment manager, Rep. Adam B. Schiff (D-Calif.). These sales have been a fundamental part of his successful low-dollar fundraising auto. Prices: $15 for a x pack of straws, $thirty for the shirt and $29 for the hat.

In Jan, people wait in line for an "Evangelicals for Trump" rally in Miami.Scott McIntyre for The Washington Mail

Laura Demint, 47, dons earrings with Trump's face as she waits in Dec for the president to hold a rally in Battle Creek, Mich.Brittany Greeson for The Washington Post

A merchandise booth is fix earlier Trump speaks at a rally in Fayetteville, North.C.Jabin Botsford/The Washington Post

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Merely equally he did in 2016, Sen. Bernie Sanders (I-Vt.) is using trade to promote an image designed to inspire his devoted post-obit of voters. His campaign gear plays off the candidate's iconic silhouette — ruffled hairstyle, slightly hunched posture or raised fist — and as well reflects the youth of his base.

(Photos by Marvin Joseph/The Washington Postal service)

The "Tio Bernie" T-shirts are a sign of his 2020 campaign'due south emphasis on galvanizing young Latino voters, who were crucial to his win in the Nevada caucuses. And an edgy poster promoted his appearance alongside New York stone band the Strokes. Prices: $27 for the poster, $27 for the T-shirt and $5 for the sticker.

Volunteers in Des Moines on February. 3 load a large sign that will exist hanged at a precinct for Sen Bernie Sanders (I-Vt.).Salwan Georges/The Washington Post

A push button and Bernie doll decorate a supporter'southward pocket.Salwan Georges/The Washington Mail service

Aaron Beckwith shows off his socks before Sanders gives a speech communication in Milford, Northward.H.Sarah Rice for The Washington Post

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Sen. Elizabeth Warren's rejection of corporate and special interests has become a centerpiece of her entrada, which is evident in her merchandise. In fact, Warren (D-Mass.) was often filmed drinking out of her "Billionaire Tears" mug as she called donors giving as little every bit $five — underscoring her strategy non to woo wealthy donors past courtship them at private fundraisers.

(Photos by Marvin Joseph/The Washington Mail service)

As Warren faced questions of electability that were largely based on her gender, she began leaning into being one of the few female person candidates left continuing — and her entrada trade reflected this strategy. Prices: $25 for the mug, $25 for the onesie and $12 for the button.

Supporters cheer for Sen. Elizabeth Warren (D-Mass.) earlier she attends a dinner for the New Hampshire Autonomous Party on Feb. 8.Melina Mara/The Washington Post

A person holds a Warren pin at a caucus site in Henderson, Nev.Melina Mara/The Washington Post

A girl holds a Warren poster at a boondocks hall in Muscatine, Iowa, on January. 25.Melina Mara/The Washington Mail

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Sen. Amy Klobuchar (D) has embraced her Midwestern identity on the entrada trail, even employing her ain recipe for a popular Minnesota repast: "Hot dish is a slap-up unifier — just similar Amy." Her campaign has hosted hot dish house parties to attract voters and is selling tea towels emblazoned with her signature recipe, which includes a lot of tater tots and cheese.

(Photos by Marvin Joseph/The Washington Mail service)

Klobuchar announced her presidential campaign in the midst of a blizzard and freezing temperatures in her home state of Minnesota. The conditions conditions helped drive home her campaign'southward cadre message: that she has the Midwestern "grit" and resilience necessary to get the country'due south commander in chief. Prices: $50 for the sweater, $12 for the tea towel, and $10 for the ice scraper and paw.

A supporter listens to Sen. Amy Klobuchar (D-Minn.) speak at her entrada office in Las Vegas.Melina Mara/The Washington Mail service

Harris Rayzor, 3, picks upwardly a sticker while attention a town hall in Waterloo, Iowa, held by Klobuchar.Bonnie Jo Mount/The Washington Postal service

Volunteers pass out stickers before Klobuchar's town hall in Waterloo.Bonnie Jo Mountain/The Washington Post

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Shortly after announcing his bid, Pete Buttigieg released his "Rules of the Road" that describes 10 values he said would guide his candidacy, aiming to make presidential character and temperament a cornerstone of his messaging. Amongst his campaign items is a pack of x pencils, each identifying a value, such as "Responsibility."

(Photos by Marvin Joseph/The Washington Post)

When Buttigieg started campaigning, a lot of people didn't know how to pronounce his last name. So his early campaign strategy focused on familiarizing voters with the name of the and then-mayor of Due south Bend, Ind., including a phonetic breakup of information technology. Prices: $27 for the shirt, $15 for the pencil set and $14 for the socks.

Merchandise for former South Curve, Ind., mayor Pete Buttigieg is sold outside an consequence in Anamosa, Iowa, on February. i.Matt McClain/The Washington Post

A supporter waits to greet Buttigieg at a town hall on January. twenty in Pella, Iowa.Matt McClain/The Washington Mail

Buttigieg supporters wait for results to come in for the Iowa caucuses.Matt McClain/The Washington Post

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Billionaire Mike Bloomberg has an unconventional entrada strategy: skipping the first four nominating contests and instead running more $500 million in advertising aimed at Super Tuesday states, like the ones featured on T-shirts below. The erstwhile New York mayor, i of the wealthiest people in the world, is cocky-funding his campaign. His campaign is not taking any donations and is selling gear at face value.

(Photos by Marvin Joseph/The Washington Post)

Other items carry slogans that reflect his identity, including his Jewish heritage (the chapeau above says "Mike" in Hebrew), his financial data empire ("In God We Trust. Everyone Else Bring Data"), his executive feel ("Mike Volition Become Information technology Done"), and his advocacy for stricter gun-control laws and climate change policies. Prices: $22 for the shirt, $20 for the hat and $x for the mug.

Shirts for Mike Bloomberg are given out at a rally on January. 15 in New York City.Scott Heins/Getty Images

Bloomberg supporters heed to the former New York mayor speak in Table salt Lake Urban center on Feb. 20.Rick Bowmer/AP

A bowl of pins and other entrada items are placed on a tabular array for Bloomberg supporters.Toni L. Sandys/The Washington Mail service

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Erstwhile vice president Joe Biden'due south campaign has emphasized substance over style, maxim he is opting non to focus on crowd sizes, viral moments or flashy campaign slogans. His campaign merchandising reflects his no-frills entrada strategy, including T-shirts carrying letters of "hope over fear," "science over fiction" and "truth over lies."

(Photos past Marvin Joseph/The Washington Postal service)

Perusing through his trade store, there is not much "malarkey" to be constitute: The items mostly draw his signature Ray-Ban aviator sunglasses or merely carry his proper noun. There's not a huge variety of items, either. Biden'due south campaign declined to send items to be featured in this story. Price: $6 for two pins.

Joann Smith attends a lookout party for the Iowa caucuses on February. 3.Joshua Lott/Getty Images

Cistron Faltus waits for former vice president Joe Biden to speak in Nashua, N.H.Sarah Rice for The Washington Post

A person wearing a Biden pivot gathers with other supporters to hear the quondam vice president speak in Hudson, N.H.Bonnie Jo Mountain/The Washington Post

About this story

The Washington Post selected items from the campaigns' online stores to feature in this story. Each campaign was asked to ship those items, forth with others they believed were important to their strategies. The items were returned later they had been photographed. Every campaign but Biden's participated in this story.

Text written by Michelle Ye Hee Lee. Editing past Sandhya Somashekhar. Photo editing past Karly Domb Sadof and Natalia Jimenez. Photo production past Wendy Galietta. Design and development by Tyler Remmel.