Trump Sucks.jpg

Smith & Sinclair

Trump Sucks


The Brief

Alcoholic confectionery brand Smith & Sinclair worked with Full Fat to create an activation that would further position them as a disruptive innovator. Full Fat were challenged to come up with a communications campaign that would secure high impact across press and social media for a new lollipop in the shape of Donald Trump’s head and charity partner, Planned Parenthood.



Full Fat managed the strategy and delivery of both PR and social including the creation of image assets that would be used for both strands of activity.

For social media, the agency developed a teaser Instagram campaign hinting at the arrival of the product while partnering with a number of influencers who all created content around the lollipops to drop on launch day.

On launch Full Fat sold in news to key UK and US news outlets, using the recent anti-abortion policy of the new president to jump on the news agenda to break a story that was both relevant and controversial.


“A UK sweets company is sticking it to President Donald Trump.”

Huffington Post

“Rejoice – there's a light at the end of your personal political tunnel.”






pieces of coverage across global consumer media including Mashable, Yahoo, Huffington Post, Konbini, Grazia France and more


influencer partnerships securing thousands of interactions

400+ million reach

in one week

“Whether you think it's in bad taste, hilarious, or brilliant marketing, that's up to you.”



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