In the aftermath of the Capitol riots, American brands reassess their entanglement with politics

In the aftermath of the Capitol riots, American brands reassess their entanglement with politics

“Ax Body Spray has come out stronger against the insurgency than the majority of the GOP,” the anti-Trump Lincoln Project tweeted last Thursday, sharing this tweet from the Unilever brand:

The Lincoln Project, a group of former Republicans, is best known for its biting ads during the campaign aimed squarely at getting voters to turn against President Trump. The group highlighted what became evident in the heartbreaking week following the deadly riots and the invasion of Capitol Hill: that in the early days it was the brands, and not necessarily the government, that quickly took drew a line in the sand after the shocking events of January 6.

Granted, it’s a lot easier to trigger a tweet than it is to write an impeachment article – let alone get members on the other side to sign it. But make no mistake about it; it’s not just tweets. Brands speak with their money, reassess politics …

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