Marketers for products from cognac to commemorative coins are looking to cash in on Barack Obama’s Tuesday inauguration, the New York Times reports. “Obamabilia” includes bottles of Hennessy with a “44” on the label, special magazine issues, and Tshirts galore. Other companies, like Quaker Oatmeal, are hosting Inauguration Day events “to capture the excitement and optimism of the moment.” And, you know, sell oatmeal.
Pepsi is latching on to Obama’s message of change with its “Refresh everything” campaign—you can leave a message for “the man who is about to refresh America” on its website. Among the other events: Ikea is using its products to re-create the Oval Office at Washington’s Union Station. “This is like the Super Bowl for DC,” said an ad-agency exec.