Brands launch special products and packaging for Queen Elizabeth’s Platinum Jubilee
Buckingham Palace is pulling out all the stops to mark 70 years of Queen Elizabeth II on the British throne, and the brands are following suit with a range of limited-edition products and packaging.
UK consumers ahead of the June 2-5 celebrations can shop for Platinum Jubilee-themed potato chips, lipsticks, condiments and gins. There’s also a Jubilee-themed plush toy in the shape of an anthropomorphic carrot dressed as a queen.
A Jubilee refrigerator, adorned with a Union Jack recolored in “Clean Black”, “Glam Lavender” and “Glam Peach”, hit the market this month courtesy of Samsung Electronics Co. Mattel too Inc.
“Queen Barbie”, which department store John Lewis & Partners said sold out within minutes. And stores across the UK are displaying window signs calling to ‘prepare Jubilee’.
The companies hope to enjoy a festive long weekend with packaging and product designs aimed at connecting their brands to the national celebration of the Queen herself rather than the monarchy, which is dividing public opinion.
“In the UK, we treat Jubilees as a moment of shared celebration, so it’s not just a moment for brands who see themselves as super royalists,” said Jo Arden, the agency’s chief strategy officer. Ogilvy UK advertisement. “It’s about being part of the national conversation.”
Royal memorials first appeared in the UK in the 16th century, and the quantity and variety of memorabilia exploded after the Industrial Revolution, said Amy Dobson, curator of the ‘Jubilation: 200 Years of Memories’ exhibition. Royals” at the London Museum of Brands.
Aligning the brands with royalty adds an upscale air to the products, and the introduction of limited-edition lines creates a sense of urgency to buy, Ms Dobson said.
Brands also view the Platinum Jubilee as a once-in-a-lifetime cultural moment they can leverage to sell more products amid domestic economic pressure, marketers said.
The UK’s annual inflation rate hit its highest level in forty years in April. A spike in energy prices, partly due to the war in Ukraine, has hit household budgets hard, prompting the government to ask for more aid for the poorest.
The Center for Retail Research estimates that consumers will spend the equivalent of $510 million during the Jubilee, including about $350 million on keepsakes and keepsakes and $150 million on festivities.
“Leveraging times like Jubilee helps drive our brands forward and ultimately drive sales,” said Anke von Hanstein, senior brand manager for sauces at Kraft Heinz. Co.
Heinz for the Jubilee has renamed two sauces: its HP brown sauce has become HM – a nod to “Her Majesty” – and its Salad Cream is for a limited time Salad Queen. Heinz hopes the quirky brand will encourage consumers to buy bottles for street parties over the long weekend, Ms von Hanstein said, adding that the brand remains focused on the queen, not the monarchy.
The label of Right Royal Pickle, a special edition pickled chutney in a jar from condiment company Tracklement Co. Ltd., also focuses on the Queen, with a caricature of her and her corgis.
“We wouldn’t take a position on the head of state as a brand, but I think anyone who has spent that many years on the throne probably deserves a bit of recognition,” said Guy Tullberg, chief executive of Tracklements.
Marketers are aware of the differing sentiments towards the Queen and the monarchy in general. 80% of UK adults have a positive opinion of Queen Elizabeth, while 61% support the monarchy, according to 2021 polls from research firm YouGov.
“We don’t think it shows political bias because [the Jubilee] seems like a pretty mutual and fun celebration – everyone gets out of Covid, everyone can get back together, street party spirit,” said Sally Dorling, Marketing Director of Tims Dairy Ltd., who has published a new “Strawberry Yogurt Royal flavor” around the Jubilee.
The limited-edition yogurt, which is mixed with strawberry jam and champagne, features a small tiara-like design, similar to the crown illustrations on Heinz sauce labels. Cadbury’s Dairy Milk chocolate Platinum Jubilee design also features a simple line drawing of a crown, the official emblem of the celebration.
Meanwhile, the UK flag has been used very subtly, if at all, on limited edition packaging. Designs are more likely to feature the flag with muted colors and a matte finish unlike previous jubilees, including the Diamond Jubilee in 2012 when the UK was preparing to host the Olympics and the flag in red, Traditional white and blue was flying everywhere, said Ms. Dobson of the Museum of Marks.
“I wonder if the new Platinum Jubilee designs reflect consumer sentiment this year,” she said. “We are going through a turbulent time. Maybe some brands are playing it a little safer.
Write to Katie Deighton at [email protected]
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