The royal baby marketing machine

With the birth of the Duke and Duchess of Cambridge’s baby due any time, many brands have launched promotional campaigns to tap into the mass consumer interest that will surround the royal birth. Running a marketing campaign around a big news story/event is a tried and tested marketing technique and is good way to raise awareness of your products/services and secure a share of the buying frenzy that often accompanies such events.

According to figures for the Centre of Retail Research, the birth of the royal baby is expected to help inject £240m into the UK economy.

In the run up to the Royal wedding in 2011, every man and his dog was trying to get onto the wedding bandwagon resulting in some rather dire and tenuously linked marketing campaigns. We highlighted some of the more bizarre/amusing ones in our blog.

These brands have already got in the royal baby spirit:

  • Seraphine, the upmarket maternity clothing brand, has launched an outdoor campaign that will appear on buses primarily around Kensington. The campaign will at first ask “Is it a girl? Is it a boy”’ then later change the message to “Congratulations M’um” once the Duchess has given birth. The campaign calls on people to visit the brand’s website for a chance to win £1,000 of clothes.
  • Sweet manufacturer, Haribo, has trademarked the names ‘Haribo Royal Babies and ’Haribo Royal Jelly Babies’ and is planning to launch a limited edition of royal jelly babies.
  • Krispy Kreme doughnuts is selling limited edition doughnuts with blue or pink centres and has downloadable games and activities to help you throw the ultimate baby shower on its website.
  • Catalogue merchant, Argos, ran a TV advert featuring the Argos alien family about to have a baby from a pregnant dad. The advert tied into a Twitter campaign asking fans to #nameourbaby. The winning baby name, “Blue”, was announced in a follow-up TV ad which aired on Saturday 29 June.
  • The UK’s number one mums and baby retailer, Mothercare, announced last month that it will be launching a commemorative clothing range. New romper suits and baby grows complete with the words ‘When I Grow Up I Want to be a Princess’ and ‘Prince in Training’ are set to go on sale this month.
  • Irish Bookmaker, Paddy Power, sent a few life-size royal babies on the tube to various spots around London this week to promote its betting offers on everything from the gender, hair colour and name of the royal baby.
  • Superdrug, the high street chemist, has recently launched a brand new baby and new mum range, ‘My Little Star’.

A word of caution, if you are planning on jumping on the baby bandwagon and launching a marketing campaign to tie in with the royal birth make sure you don’t flout the The Committee of Advertising Practice (CAP) rules. The CAP guidance says: “Although general references to the royal birth are potentially acceptable, ads shouldn’t go as far as claiming or implying that a particular product is endorsed by the Royal Family or that a product is affiliated to royal events when it is not.”

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[…] were invited to participate due to the blog post we posted last week on the royal baby marketing machine, which the programme researchers found when searching online. The opportunity to appear on live […]

[…] have written on this subject before, sharing examples of brands that tapped into the birth of the royal baby in 2012 and also highlighting some rather dodgy examples from the royal wedding in […]

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