Like the Royal Wedding, Wimbledon and the World Cup before, and Euro 2012 and the Olympics to come, brands will cash in on national events. (Probably until the end of time.) The Queens Diamond Jubilee is no different, and brands have been adding Union Jacks left, right and centre to their products, websites and offices, celebrating British-ness and maybe gaining some extra sales in the process.
I’m not criticising the association that brands attempt during national events, in fact I celebrate the attempts as they make for interesting shopping, and blog posts!
With the Queen’s Diamond Jubilee unfortunately falling in the same year as a small sporting event we’re holding, you probably haven’t heard of it, we’re definitely playing it down, the Olympics has rather over-shadowed the similarly once in a life time event! That said, brands aren’t ignoring our national pride, and I personally am looking forward to an extended bank holiday weekend, and watching the celebrations on the BBC!
When thinking of brands that I would consider being intrinsically British, I have a few in mind but are these the ones waving the flag proudly on their products? Here is a list of my favourite affiliations!
1. Old El Paso!
Although I find it hard to picture the queen tucking into a burrito, white gloves, crown and all, the Mexican dinner kit brand have added bunting to their boxes and used the phrase “The Jubilicious Weekend, Bring on La Fiesta”. Credibility maybe an issue here, but the brand is still going for the British feel, hoping to be the food of street parties and galas alike, even combining a social networking element to the campaign on Facebook.
Going back to their roots and celebrating the age of the brand, Heinz (along with others to come) have sent their packaging back in time. Incorporating a simple 50’s look, with the wording of the time, the tins have under gone backwards branding with “Heinz Cooked Spaghetti” being a particular treat.
For all the cucumber sandwiches that we will be eating in the coming days, Kingsmill have re-branded their loaves as Queensmill, the must have accompaniment for all street parties, BBQs and village galas! The limited edition loaf will run for two weeks in supermarkets around the UK!
Not quite as unexpected as Old El Paso, is Waitrose and John Lewis who are frequently to be found emphasising their very British heritage. The supermarket chain is using the winning logo from the children’s design competition to brand their lunches for the 13,000 people who are going to the concert happening at the Buckingham Palace Gardens.
5. T Mobile
I’m not quite sure what Her Majesty would think of Louis Spence taking her place, but another successful viral ad from T-Mobile delivers just that! The ad which includes singing, dancing and unlimited texts (something that makes any advert epic in my opinion) is another funny example from Saatchi and Saatchi for T-Mobile.
Until a couple of years ago, you couldn’t get more British than Cadburys, but the Kraft owned chocolate brand is maintaining its British legacy by producing a regal bar, manipulating its logo to include the crown, and using illustrations typical of the Queen’s era. A very traditional looking chocolate bar!
Or should we say Ma’amite. You will no doubt have seen this little gem on the shelves when you’ve done your weekly shop (whether you were avoiding or heading to the divisive product!). Straying from the iconic yellow of the brands usual packaging, Unilever have adopted red, white and blue and even made a play on the brand name, which has made me a long with a lot of other people smile when they see it. I wonder whether Her Royal Highness, is a lover or a hater?
Are there any more that I’ve missed? Keep your eyes peeled around the shops and villages for the next few days to see what other companies and brands jump on the Diamond Jubilee band-wagon and who doesn’t. Post any new examples that you find below!