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Cashing in on California Recall
Aired September 30, 2003 - 15:23 ET
THIS IS A RUSH TRANSCRIPT. THIS COPY MAY NOT BE IN ITS FINAL FORM AND MAY BE UPDATED.
THIS IS A RUSH TRANSCRIPT. THIS COPY MAY NOT BE IN ITS FINAL FORM AND MAY BE UPDATED.
JUDY WOODRUFF, CNN ANCHOR: Well, it turns out that what some critics have called a political circus is just another marketing opportunity for some businesses. From tacos to candy, even on the Game Show Network tomorrow night, the recall is just another way for some to make money.
Here's CNN's Frank Buckley.
(BEGIN VIDEOTAPE)
UNIDENTIFIED MALE: Welcome to "Who Wants to be Governor of California? The Debating Game."
FRANK BUCKLEY, CNN NATIONAL CORRESPONDENT (voice-over): The election has been a perfect platform for the Game Show Network, even if this adult film actress/contestant/candidate wants to be in a real debate.
UNIDENTIFIED FEMALE: I wish I was here.
BUCKLEY: Other companies capitalizing on the election include Mentos, which has declared itself the official chewy mint of the election, and AOL.
(BEGIN VIDEO CLIP, AD)
JESSE VENTURA, FORMER MINNESOTA GOVERNOR: Action hero.
NARRATOR: There's no simpler way to search the Web...
(END VIDEO CLIP)
BUCKLEY: A division of CNN's parent company, Time Warner.
(BEGIN VIDEO CLIP, AD)
NARRATOR: Especially when you're searching a particularly huge category.
VENTURA: They'll let anyone be governor of California.
(END VIDEO CLIP)
BUCKLEY: At the 1,000 Taco Bells across California, they're taking what they call a taco poll.
LAURIE SCHALOW, TACO BELL: So you can place your vote by ordering our crunchy taco. That would be for Arnold Schwarzenegger, chicken soft taco for Gray Davis. The chalupa would be for Cruz Bustamante.
BUCKLEY: Experts say certain irreverent advertisers can get away with having a laugh over a recall.
T. STANLEY, "ADVERTISING AGE": It's irresistible. We have a movie star running for governor. It's hilarious. It's OK to laugh at that.
BUCKLEY: The potential downside? If consumers feel like you're laughing at them, not with them. But so far, it's paid off at Taco Bell.
(on camera): Is it a success?
SCHALOW: It's absolutely a success. We've had a lot of brand recognition, a lot of news coverage on it, publicity, and consumers talking about it. So, for us, that's a home run.
BUCKLEY (voice-over): As they say here, who says you can't buy votes? So far, in this election, the taco is winning.
Frank Buckley, CNN, Los Angeles.
(END VIDEOTAPE)
TO ORDER A VIDEO OF THIS TRANSCRIPT, PLEASE CALL 800-CNN-NEWS OR USE OUR SECURE ONLINE ORDER FORM LOCATED AT www.fdch.com
Aired September 30, 2003 - 15:23 ET
THIS IS A RUSH TRANSCRIPT. THIS COPY MAY NOT BE IN ITS FINAL FORM AND MAY BE UPDATED.
JUDY WOODRUFF, CNN ANCHOR: Well, it turns out that what some critics have called a political circus is just another marketing opportunity for some businesses. From tacos to candy, even on the Game Show Network tomorrow night, the recall is just another way for some to make money.
Here's CNN's Frank Buckley.
(BEGIN VIDEOTAPE)
UNIDENTIFIED MALE: Welcome to "Who Wants to be Governor of California? The Debating Game."
FRANK BUCKLEY, CNN NATIONAL CORRESPONDENT (voice-over): The election has been a perfect platform for the Game Show Network, even if this adult film actress/contestant/candidate wants to be in a real debate.
UNIDENTIFIED FEMALE: I wish I was here.
BUCKLEY: Other companies capitalizing on the election include Mentos, which has declared itself the official chewy mint of the election, and AOL.
(BEGIN VIDEO CLIP, AD)
JESSE VENTURA, FORMER MINNESOTA GOVERNOR: Action hero.
NARRATOR: There's no simpler way to search the Web...
(END VIDEO CLIP)
BUCKLEY: A division of CNN's parent company, Time Warner.
(BEGIN VIDEO CLIP, AD)
NARRATOR: Especially when you're searching a particularly huge category.
VENTURA: They'll let anyone be governor of California.
(END VIDEO CLIP)
BUCKLEY: At the 1,000 Taco Bells across California, they're taking what they call a taco poll.
LAURIE SCHALOW, TACO BELL: So you can place your vote by ordering our crunchy taco. That would be for Arnold Schwarzenegger, chicken soft taco for Gray Davis. The chalupa would be for Cruz Bustamante.
BUCKLEY: Experts say certain irreverent advertisers can get away with having a laugh over a recall.
T. STANLEY, "ADVERTISING AGE": It's irresistible. We have a movie star running for governor. It's hilarious. It's OK to laugh at that.
BUCKLEY: The potential downside? If consumers feel like you're laughing at them, not with them. But so far, it's paid off at Taco Bell.
(on camera): Is it a success?
SCHALOW: It's absolutely a success. We've had a lot of brand recognition, a lot of news coverage on it, publicity, and consumers talking about it. So, for us, that's a home run.
BUCKLEY (voice-over): As they say here, who says you can't buy votes? So far, in this election, the taco is winning.
Frank Buckley, CNN, Los Angeles.
(END VIDEOTAPE)
TO ORDER A VIDEO OF THIS TRANSCRIPT, PLEASE CALL 800-CNN-NEWS OR USE OUR SECURE ONLINE ORDER FORM LOCATED AT www.fdch.com
