As I left the office yesterday (10th May) evening, I spotted the hair dresser next door had completely revamped its shop window with a celebratory shrine of Prince Harry and Meghan Markle. Ah, the Great British spirit strikes again.
Nothing shouts “jumping on the Royal Wedding bandwagon” more than this.
With just over a week to go until the big day, it’s interesting to look at the different creative and clever ways brands are taking advantage of the wedding of the year to get some quick media hits and amplify their share of voice.
To cut through the noise of other Royal Wedding campaigns, brands must ensure that they stay authentic and true to their brand. If a brand has no real connection to the wedding, is there really much value in spending large marketing budgets on an event that isn’t going to provide a lot of commercial results in the long run? Brands that have the royal seal of approval have a particularly good opportunity to get involved in the Royal Wedding buzz. For example, Twinings & co hold The Queen’s official warrant. Tea is one of the most quintessentially British products, therefore, with its Royal endorsement it makes the perfect fit for a real-time Royal Wedding campaign!
The ASA has released advice on how brands can advertise around the Royal occasion. If marketers want to make sure they get their happily ever after, they must stick to the following guidelines:
· Marketers must not claim or imply that a product is endorsed by the Royal Family or affiliated to royal events if it is not.
· Members of the Royal Family should not normally be shown or mentioned in a marketing communication without their prior permission.
· Featuring the Royal Arms or Emblems or referring to a Royal Warrant is likely to imply official endorsement and as such, marketers are strongly advised against doing so.
Schweppes is a great example of a brand who took the throne with their marketing campaign around the 2011 Royal Wedding. They were very tasteful and low-key, adding a silver ribbon around their bottles. The company has ties with the Royal family and has been supplying drinks to the Royal Household since it first received its Royal Warrant from King William IV in 1863.
Be warned, if it’s not a Royal Wedding advert your faced with on 19th May, you’ll most likely be kicked to the back of the net with an FA Cup Final one. Maybe you’ll even come across an advert mixing the two together – a royal football match with The Queen in goal, the Duke and Duchess in defense and Prince Harry and Megan striking for victory! Now THAT would be worth every penny!
Leah Fullalove, Account Executive