Comments on: How Do You Solve a Problem Like Sarah Palin Wearin’ Your Product?

By: Newsweek Cover – Featuring Icebreaker’s Long Sleeve Chase Zip | Lee Weinstein & Associates

Tue, 19 Jan 2010 00:40:53 +0000

[...] Icebreaker Pose Sarah Palin: The New eco-fashion model? Icebreaker goes gubernatorial How Do You Solve a Problem Like Sarah Palin Wearin’ Your Product? Sarah Palin for Icebreaker Sarah Palin as Green Marketer Eco-Sportswear Goes Mainstream with the [...]

By: stark

stark — Sat, 05 Dec 2009 02:46:33 +0000

I am not sure what the “problem” is with your product being worn by the most currently visible figure in a market that is huge (USA), but has yet to really be tapped by Icebreaker. I sell Icebreaker at a retail level and their story speaks to everyone. Before people hear anything about sustainability, or eco-friendly practices, they hear “no-stink' and “stay dry”. The fact it is a natural fiber and renewable resource is not lost on those of a conservative background (myself included). Last I checked the US is pretty evenly split ideologically. It would be stupid for Icebreaker to sound like some pompous, close-minded left wing nuts and alienate half of their potential market. God made wool for everyone, not just those that know how it is better than some man made synthetic garbage.

By: Rachel

Rachel — Thu, 19 Nov 2009 20:10:57 +0000

I agree with Roger. No doubt about it, Sarah Palin is a polarizing figure, but when she’s wearing your product on a major magazine, you aren’t doing your job if you don’t call it out somehow – it’s about building your brand awareness and framing the conversation to your advantage. I think Icebreaker did a great job of calling attention to it in a lighthearted and quirky way – which also happens to capture their brand identity.

By: Nick Aster

Nick Aster — Thu, 19 Nov 2009 19:59:53 +0000

I don’t think Sarah Palin is necessarily opposed to the principals that IceBreaker stands for. It’s more likely she has no clue what they are. I wonder how she’s react if they were explained to her…

By: Roger Alfred

Roger Alfred — Thu, 19 Nov 2009 19:07:13 +0000

Dan clark asks “why is it ‘funny’ that she’s wearing it?” Dan Clark either has no concept of irony, or is ignoring his own advice to “not let your personal political preference sway you.” Sarah “drill baby drill” Palin is wearing a non-petroleum based sustainable product, rather than fleece or polypro. I think the Icebreaker PR team nailed this one.

By: Symone

Symone — Thu, 19 Nov 2009 18:28:48 +0000

I don’t agree that politics should be kept out of a business. If a business is reponsible and has its own standards, policies, beliefs, just like individuals, they need to be committed and stick by them.

But as Nick says, this may open opportunities for Icebreaker, as any publicity can do. But if such a prominent, visible figure, who is basically diametrically opposed to your beliefs is the source of the publicity, you do need to find a way to distance yourself from it, while still acknowledging it.

By: How Do You Solve a Problem Like Sarah Palin Wearin’ Your Product? – Triple Pundit | Find ReUsable Bags

Thu, 19 Nov 2009 16:44:07 +0000

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By: Nick Aster

Nick Aster — Thu, 19 Nov 2009 16:04:38 +0000

I agree with Dan Clark. I think very few people are going to look down on Icebreaker because of this. If anything, it’ll open the doors to a larger market for the company – Sarah Palin fans are (I’m speaking off the cuff here) probably less likely to be aware of ideas like organic cotton and sustainable supply chain management, so if this introduces the concept to them and inspires more ethical purchases down the line, that can only be good!

By: Dan Clark

Dan Clark — Thu, 19 Nov 2009 13:52:27 +0000

OK folks. Let’s put the politics aside for a second. As an avid runner myself and a marketing guy I would find it incredibly stupid for the company to bring politics into the equation in any way. It’s about fitness and apparel NOT politics. I would rather have George Bush (fastest US Presidential 5K time) or Sarah Palin wearing running gear from my company than Dick Cheney pitching my hunting gear….but I digress….

Sarah Palin earned Oprah her highest ratings in several years- higher than when Barak Obama was on. Palin is selling more books than him too. Would you want Obama in your running gear running down a beach in Hawaii? Would you like that? Obama is disliked by probably about the same % of the population as Palin. (30% strongly disapprove of the job he’s doing so far) Don’t let your personal political preference sway you.

Stay out of the politics. Just sell your gear. A simple release saying your product was accidentally featured on the cover of News Week and a chance to call attention to the benefits of the product is obvious when the best known resident of Alaska wears it to stay warm. Why is it “funny” that she’s wearing it? Isn’t it cold in Alaska?