So as the Diamond Jubilee celebrations draw to a close and the country packs up its Union Jack flags (though only temporarily – some exciting Olympic posts to follow shortly…) let’s look back at the occasion from a branding perspective.
In an interview in Marketing Magazine before the big event, close friend of Promise and Commercial Director of the Thames Diamond Jubilee Foundation, Phil Smith, made it clear that this wasn’t “an ordinary opportunity for sponsorship.” Indeed, as we saw on Sunday it wasn’t “a brand extravaganza on the river [with] boasts festooned with brand names.” Phil speaks of the sensitivity and decorum that is required in such an event and, I believe that it was carried off in splendid (if a little soggy) style.
The Thames and the concert weren’t the only ways that brands have been able to engage with consumers around this auspicious occasion. Many have been jumping on the Jubilee Brandwagon.
Kellogs released limited edition cereal boxes, Marmite (and this is my personal favourite) have changed their packaging in line with her majesty and at the other end of the price scale, Bentley have made 60 ‘Mulsanne Diamond Jubilee’ cars that they will sell in China, proving that the Queen’s appeal isn’t limited to our green isles, or indeed those of our commonwealth countries.
But what do a cereal, a “nutritious savoury spread” and a car have to do with our Queen? Or the fact that she’s been on the throne for 60 years? And what tangible benefits are brands like Marmite gaining from this strategy?
This is something we’ll dive a little deeper into in our upcoming post on the Olympic brandwagon, but in the mean time we’d love to hear your thoughts!
Are you working on a brand with a great Diamond Jubilee edition? What kind of results were you looking for and, now that it is over, how are the results looking? Did you see any branding opportunities that were either missed or exploited over the weekend?
This entry was posted on Wednesday, 6 Jun 2012 at 12:46 pm and is filed under Branding.
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