Brands savage president Trump over mystifying ‘Covfefe’ tweet

Brands drive understanding of covfefe

President Donald Trump has made a very unique addition to the lexicon after posting a seemingly incomplete tweet that reads “Despite the constant negative press covfefe”.

The post sparked confusion – and then ridicule – from social media users, including brands that were keen to get in on the trending action.

Throughout the history of the office of the president of the United States of America, leaders have been known to coin a phrase or two in their time. George Washington is credited by the Oxford Dictionary as being the first president to use the term “administration” when referring to team Potus. Franklin D. Roosevelt was a champion of the word “iffy” and Thomas Jefferson has been credited with the introduction of some 110 words including “mammoth” and “aptly”.

Now Trump’s "covfefe" has captured the imaginations of the public, tweeted to his 31 million followers in the dead of night. Good Morning Britain presenter and Trump friend Piers Morgan speculated that Trump fell asleep half way into a tirade assumedly about press coverage.

While The Guardian’s coverage captured much of the commentary from journalists and social media users, The Drum has delved into the brands that dared utter the new word, covfefe.

Virgin Trains



Channel 4

Oxford Dictionaries


Paddy Power

Need For Speed



Costa Coffee

Copa 90

Potus, almost 12 hours later, acknowledged the tweet, challenging commentators to derive its meaning.

Join us, it's free.

Become a member to get access to:

  • Exclusive Content
  • Daily and specialised newsletters
  • Research and analysis

Join us, it’s free.

Want to read this article and others just like it? All you need to do is become a member of The Drum. Basic membership is quick, free and you will be able to receive daily news updates.