Battle of campaign merchandise

By Ollie Stone-Lee
BBC News political reporter at the Conservative conference in Blackpool

David Davis says he is Mr Heineken, reaching the parts the others cannot reach. David Cameron says he is Coke - "the real thing".

Clarke's supporters show he hasn't lost his bottle

Now Ken Clarke has joined the Tory drinks party by emerging as Mr Water.

His team, dressed in blue "It's Time To Win" fleeces, are handing thirsty Tory conference representatives bottles of water to underline Mr Clarke's clear differences with his rivals.

It is perhaps the first time a politician has tried to woo colleagues with water - and a departure for a man usually associated more with a pint of bitter.

Mr Clarke's aides will not say whether the ex-chancellor is pronouncing himself king of the Tory "wets" or just proving he has the minerals to take the fight to Labour.

And will his campaign handout show that hope springs eternal for the campaign's oldest candidate - or just dilute his chances?

Storm in a DD cup?

The bottled water is a fresh wheeze in a Clarke campaign which has seen glossy brochures and a booklet full of quotes from Mr Clarke's supporters.

Mr Davis is pinning his hopes on badges

But Mr Cameron has struck back in the growing battle of merchandise being waged in the lobbies of the Blackpool Winter Gardens.

The Cameron campaign is handing out bottles of fizzy water to show their man has more sparkle than Mr Clarke.

Mr Cameron already has his own array of leaflets, stickers and, most prominently, T-shirts.

His backers roam the conference corridors dressed with the slogan: "I love DC" and a graph with the voting figures which show why the Tories must "change to win".

The Davis team has been raising its profile via women wearing t-shirts emblazoned with the motto: "It's DD for me."

With the conference resembling more than ever a US political convention, other Davis memorabilia includes badges, wristbands and mugs.

And for the more serious-minded, there is an 80-page collection of his recent speeches and articles.

Pom Pom girls?

But other leadership contenders are shunning the gimmicks, for the moment at least.

Sir Malcolm Rifkind's spokesman says the former foreign secretary is "unadulterated by the trappings of modern marketing".

Mr Cameron's supporters get shirty

A more old-fashioned campaigner, Sir Malcolm apparently "does not do badges" but might produce a brochure towards the end of the week.

"He got a standing ovation without the need for badges," argues Sir Malcolm's spokesman.

During this year's general election, Liam Fox was backed by a team bearing the mantra "I'm a Foxy Lady".

But his leadership campaign spokesman stresses the votes of MPs are currently the only thing that counts and it is "insanity" to run a razzmatazz campaign at the moment.

He adds: "When there are two finalists going to the country that will be the time for glossy leaflets, manifestos, TV appearances, helicopter rides..."

With two months to run before the new leader is chosen, expect a flood of glitzy gimmicks.