It’s the bank holiday of the coronation weekend, with King Charles III having finally been crowned in Westminster Abbey the Saturday prior. It’s a good time, then, to look back at how some brands have commemorated the occasion.
The majesty (ahem) of their efforts could inspire how your own organisation steers its promotional campaigns. Yes, that’s regardless of which — if any — of them are built around a monarchy theme.
From Burger King to… well, just King
In a simple but effective change, Burger King has temporarily axed the ‘Burger’ part of its name as it appears on the fast-food chain’s flagship restaurant in Leicester Square.
If you’ve recently been in London for the coronation, you might also have noticed at least one or two of the giant digital billboards that Burger King has temporarily taken up to greet royalists with: “From one to another.” A little clever wordplay like this can pay dividends across a range of ads.
Heinz Tomato Ketchup becomes ‘Kingchup’
Whenever there’s any big celebratory event that draws national attention, the potential for punnery abounds. Heinz has shown how this can work, having placed the word ‘Kingchup’ in place of ‘Ketchup’ on limited-edition bottles of a certain iconic condiment.
Heinz suggested that the scarce supply of these bottles could lead them to sell out fast. With your own marketing, you could attempt to instil FOMO (fear of missing out) in your customers by introducing a certain product while emphasising why they shouldn’t delay in buying it.
Celebrations makes a life-size Charles III bust — out of chocolate
It took chocolatier Jennifer Lindsey-Clarke more than four weeks to create this sculpture from about 2,875 individual Celebrations chocolates.
The finished bust weighed over 23kg and certainly spoke for itself as a tribute to the King, as it captured his appearance magnificently. Apparently, the Celebrations team spent hours studying footage of Charles — and that high level of preparatory work showed in the final product.
On a similar note, it could pay off handsomely if you, too, plan a promotional drive well ahead of when you are set to roll it out.
New, commemorative Cadbury’s Dairy Milk bars
Yes, it’s another chocolate-themed marketing idea — but this one arguably, from a marketing point of view, has more in common with the Heinz Tomato Kingchup than with the Charles III bust.
That’s because these 850g bars were limited-edition in nature and, as a result, likely to tempt people into rushing to snaffle them. The packaging on the chocolate was emblazoned with a large crown symbol as well as the capitalised phrase ‘THE KING’S CORONATION’.
19 Crimes takes the ‘anti-coronation’ approach
In the run-up to the big day, it was found that many British people were not interested in King Charles III’s coronation.
Aptly, the wine brand 19 Crimes staged several projections on London landmarks to encourage people to ultimately spend the coronation weekend how they personally wished. It’s the kind of unorthodox marketing practice we can help you to excel at — just contact us for more details.
