Sticky Marketing: 3M Poised to Gain From Nobama Post-it Protest


American political debate has become so dysfunctional that partisans have finally begun speaking with each other solely through Post-it notes, like a nearly-divorced couple that can’t bear to look at each other.

In a new anti-Obama campaign that is picking up steam in the US, frustrated fuel consumers have taken to posting sticky notes on gas pumps with messages such as “How’s that hope and change working for ya?” and “Nobama 2101!”

Clearly, there can only be one winner here.[more]

The campaign got its start at a Facebook page posted by a tea party-sympatizer and conservative activist. “The ‘Hope and Change’ Sticky Note Campaign” asks that consumers “Purchase a pad of large sticky notes. Write on each one, “How’s that Hope & Change working for you?” Every time you stop to fill your vehicle with gas, place your sticky note somewhere on the pump before you drive away. DO NOT be destructive in ANY way! Place your sticky note somewhere, so as not to impede the next customer’s ability to read the pump’s digital readout.”

Chris Lotto, who launched the Facebook page, calls it a “gas-roots” (vs. grassroots) campaign.

The movement has even made its way into supermarkets, where consumers are posting similar anti-Obama sticky notes on food prices deemed high because of his administration’s politics.

The only winner here is, of course, 3M, parent of the Post-it® brand empire of sticky things.

3M celebrated the 30th anniversary of Post-it last year. It’s a product that almost never made it, with its creator promoting his invention within 3M for years without much interest. 3M maintains an interactive history of the product.

In recent years, 3M’s product, like Band-Aid’s, has become so ubiquitous that its greatest challenge has been knock-off brands that consumers nonetheless call “post-its.” This competition has often times become heated. 3M just filed suit against an online retailer that was sending non-3M results to searches for “Post-It.”

3M is getting creative about using Post-its to attract attention, including plastering giant Post-it notes around London to congratulate Prince William and Kate Middleton ahead of the Royal Wedding.

With Obama supporters also announcing plans to use sticky notes to protest Wisconsin Governor Scott Walker, 3M might want to look at a new product line for 2012: “Political Discourse Post-its®.”