The strategic campaign that Donald Trump hatched to call Florida Governor Ron DeSantis “weird” ultimately ruined DeSantis’s 2024 presidential campaign. The fact that DeSantis decided to run for president before 2028 apparently infuriated Trump. A superPAC that supports Trump created ads that made fun of DeSantis’ eating habits. After DeSantis lost to Trump in the Iowa caucuses, he suspended his campaign.
The Strategy Behind Trump’s “Weird” Branding
Former President Donald Trump deployed a deliberate strategy to undermine Florida Governor Ron DeSantis’s 2024 presidential ambitions by branding him as “weird,” according to revelations in journalist Alex Isenstadt’s new book “Revenge: The Inside Story of Trump’s Return to Power.” The book details how Trump’s campaign team systematically targeted DeSantis’s personal habits and mannerisms in order to damage his appeal to Republican voters. This approach exemplifies Trump’s characteristic political tactics of defining opponents early and relentlessly, a strategy that proved effective in the Republican primary contest.
Trump reportedly felt betrayed that DeSantis chose to run against him in 2024 rather than waiting until 2028, when Trump would have potentially endorsed him as a successor. This perceived disloyalty fueled Trump’s determination to not only defeat DeSantis politically but to effectively end his political career. The campaign against DeSantis focused on portraying him as socially awkward and unsuitable for the presidency, attacking everything from his personal mannerisms to specific policy positions.
Senior political reporter Alex Isenstadt joined @kasie's panel to discuss exclusive reporting about the attempted Trump assassination contained in his upcoming book.
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— Axios Comms (@AxiosComms) March 6, 2025
The “Weird” Campaign in Action
The Trump-aligned super PAC MAGA Inc. produced and aired commercials specifically targeting DeSantis’s eating habits, part of a broader effort to portray him as strange and socially awkward. When Trump campaign officials first viewed footage of DeSantis eating pudding with his fingers, one reportedly exclaimed, “Oh my God, what the f*** is this?” This reaction underscored how the campaign saw these personal quirks as political ammunition that could be exploited in their messaging strategy against the Florida governor.
“It was a turning point. The Trumpians had thoroughly disemboweled DeSantis, questioning his manhood, deriding him as weird, and even accusing him of wearing high-heeled boots to make himself appear taller. Now they were trying to get him on the same stage as Trump.” – Alex Isenstadt
The strategy proved effective as DeSantis struggled to counter this narrative throughout his campaign. After finishing second to Trump in the Iowa caucuses, DeSantis declined offers to continue campaigning in New Hampshire and quickly suspended his campaign. The systematic effort to brand DeSantis as “weird” had successfully undermined his candidacy before it could gain significant momentum, demonstrating the power of narrative control in modern Republican politics.
Alex has a new book coming out March 18 entitled, "Revenge: The Inside Story of Trump's Return to Power"
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— Axios Comms (@AxiosComms) January 29, 2025
The Aftermath and Current Relationship
The political relationship between Trump and DeSantis appears permanently damaged following the contentious primary battle. According to Isenstadt’s reporting, Trump concluded that DeSantis had destroyed his own political career by challenging him rather than waiting for 2028. Despite this apparent rift, recent developments show DeSantis shared a photo of Trump playing golf with his wife Casey in Florida, suggesting some level of attempted reconciliation or at least public civility between the two Republican figures.
Adding another layer to the complex relationship, reports indicate Casey DeSantis is considering running for governor of Florida herself, despite Trump having already endorsed Florida Representative Byron Donalds for the position. This potential move could further complicate the DeSantis-Trump dynamic, especially if Casey’s political ambitions clash with Trump’s endorsement preferences in Florida’s Republican politics. The ongoing tensions highlight how Trump’s influence continues to shape Republican political calculations even after his direct competition with DeSantis has concluded.