Hurrah! The big event has finally taken place and the whole world knows about it. Royal Baby George has arrived! A lot of frenetic marketing activity was generated, much of it planned for months in advance but how did some of the better known brands respond to the impending and subsequent event? Was it with a sense of fantastic flair, wry wit and a touch of class or was it rather more disappointing? Here’s a flavour of the direction some big brands took. Some made me smile (Warburtons) others made me frown in perplexity (Paddy Power and Charmin) but that’s just my opinion. Which marketing techniques (if any) impressed you? (Images are courtesy of “The Drum”).
Mothercare
Mothercare commemorated the Royal birth with a special baby range featuring these pastel striped bibs along with other “Royalty” themed merchandise. I quite like this promotion. Essentially, you can’t go wrong with cute pastel anything really. I can see it appealing to many different groups of purchasers.
Paddy Power
Paddy Power publicised this rather bizarre image of man- babies in nappies and crowns outside Buckingham Palace ahead of the impending event. I’m not sure why really!
The Royal Mint
The Royal Mint issued 2,013 babies born on the same day as the Royal Baby, with a free lucky silver penny commemorating the babies’ year of birth. The coins feature a shield of the Royal Arms and cost an estimated £50,000.They were presented in a cute pink or blue pouch.
Parents of newborn babies sharing the Royal Baby’s date of birth have 60 days to apply for the keepsake via The Royal Mint’s Facebook page. This is great marketing and a lovely idea.
Aston Villa
As Prince William is allegedly purported to be an Aston Villa fan the club is looking to exploit that link with a range of Royal Baby merchandise. An obvious one I suppose but I’m not great with babies in football kit. I think it’s got something to do with the material!
Profero for Great Ormond Street Hospital
On behalf of Great Ormond Street Hospital Children’s Charity, Profero celebrated the Royal newborn’s birth by creating a playlist of royal lullabies.
Favourites such as God Save the Queen, Rule Britannia and Land of Hope and Glory have all been re-recorded, lullaby style just for the Royal Baby.
Ok, it’s a charity so you can’t really criticise but a “lullaby” version of “Land of Hope and Glory” I really cannot imagine…..
Asda
Local Asda to the Duke and Duchess in Llangefni, Anglesey dedicated a parking space to the Royal couple and their newborn son. The usual ‘Parent and Child’ parking pictogram was customised with regal crowns and an amiable Beefeater guard employed to ensure that no-one steal the Royal parking spot.
An Asda spokeswoman commented that the store had wanted to “do something a bit different and special” to celebrate the new arrival. Hmmm! I wonder how many squabbles will take place over that parking space?
Marks & Spencer
M&S…………. Gorgeous image but explain please?
Confused.com
An advert featuring the company’s new brand mascot, Brian. I’m confused……!
Charmin
There are no words……!!
Johnson & Johnson
Simple messaging and cute image conveys all our good wishes…..lovely!
The Sun
Errrr no! On many levels!
Warburtons
Love this! Brilliant and effective marketing that made me smile.
Debbie Lewis is a Creative Thinker and Customer Support Executive at Happy Creative, a full service marketing and creative agency based in Blackpool, Lancashire. To learn more or contact us please go to www.happy-creative.co.uk
