In the '60s Democrats were mocked by Republicans for palling around with Hollywood celebrities -- Kennedy's with their French chef and love of the arts -- then shifted to attacking universities.
In 2015 it took off as an insult in a big way from a different direction (which the Right used), that Democrats are corrupt "coastal elites" who ignore the working class (white men in swing states) in favor of wealthy donors and Wall Street and billionaires with their swanky horse'derve and champagne fundraisers, pretend to care about "identity politics" to get votes but are same as Republicans economically (neoliberals). Establishment elites corrupted by money ("status quo" ), the usual insult.
"I think the more accurate answer as to why Trump has won working class support lies in the pain, desperation, and political alienation that millions of working class Americans now experience and the degree to which the Democratic Party has abandoned them for wealthy campaign contributors and the 'beautiful people' [mocking celebrities and the arts resurrected!]." -- From "It's Okay to be Angry About Capitalism"
We're still being told that the Dems are corrupt and won't stand up to billionaires and oligarchs because of money: "But it's not just Musk and Trump, it's the Democratic Party as well. Their billionaires tell candidates, 'Don't stand up to special interests' and too many Democrats are listening to them."
The messaging thing is just whining about Dems not being shouty populists and being capitalists or something.
As if Republicans have great messaging, great candidates who run perfect campaigns, great policies for the working class. Found this quote that's so true (can't read my handwriting who though):
"Dems have been told so long that in order to get rural voters to listen to you, you have to go there, you have to empathize with them, you have to show them you understand their lives. ... And it turned out none of that was true. When Trump came around, he didn't do any of that stuff ... was a conduit for their rage, their anger, and their resentment and that turned out to be what they wanted. It was not about the material condition of their lives."