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OUR FAVOURITE MARKETING CAMPAIGNS FROM THE KING'S CORONATION!
Here are some of the most notable from our Junior Account Executive Paddy Crossan.
KING'S CORONATION
MARKETING CAMPAIGNS
THE KING'S CORONATION
The Coronation of King Charles and Queen Camilla was undoubtedly one of the biggest events on British soil in recent history, with over 20 million Britons tuning in to watch it live.
The immense coverage around the event provided the perfect opportunity for brands to make an impact through a wide range of Coronation-themed marketing tactics.
Here are some of the most notable from our Junior Account Executive Paddy Crossan.
PG Tips: ‘National tea anthem’
PG Tips marketed the Coronation with a new rendition of the national anthem made entirely via the sounds of making a cup of tea, a staple of British culture. Noises such as a kettle boiling, a box of PG Tips opening, the tinkling of the teaspoon, hot water being poured and sipping a cuppa were used to create a new sounding national anthem.
The national anthem has been a bit of a cause for confusion recently with many people struggling to adapt to singing God save the King, rather than Queen. PG Tips hoped that their rendition would spark people to reach for a ‘cuppa’ to refresh themselves during the ceremony.
The English breakfast tea could be described as a pillar holding Britain up and it is no surprise to see it at the centre of such a big national occasion. With content such as the type produced by Buckingham Palace for the Queen’s Platinum Jubilee last year having tea as its centrepiece, it is a drink that certainly goes hand in hand with the Coronation.
What’s more British than a Coronation & a cuppa? 👑
— PG tips (@PGtips) May 3, 2023
We're celebrating in the most fitting way, by recreating the National Anthem using the harmonious sounds of tea making - a tinkling of a spoon, a splash of milk, we think it's fit for royal-tea!
Tag us in your own renditions☕️ pic.twitter.com/FIY7KCF9cd
Marmite: Raise a toast
Marmite partnered with food artist and Britain’s Got Talent semi-finalist, Nathan Wyburn, to create a portrait of the King using Marmite and toast. A common breakfast for many across the country, Marmite looked to boost their sales and make this the nation’s breakfast of choice on Coronation morning.
It took Wyburn two hours to complete the portrait of King Charles, which he created with just one jar of Marmite and 42 slices of toast. First introduced to the UK in 1902, Marmite received the royal warrant in 2016 for Queen Elizabeth’s 90th Birthday, which provides evidence of the authority to use the Royal Arms.
This display of artistic talent in combination with the simplicity of Marmite and toast may have inspired more budding creators. With Marmite being a popular product among all ages it is a campaign that will have reached many and maybe even have inspired more to get up and watch the Coronation with a slice of toast.
To celebrate the King’s Coronation, I am working with @Marmite to raise a ‘TOAST’ to the King! 👑 🍞
— Nathan Wyburn Artist (@NathanWyburnArt) May 2, 2023
Why not purchase your own Marmite jar and raise a ‘toast’ too?
#Marmite #KingsCoronation #Toast #ToastArt #KingCharles #Coronation #CoronationWeekend https://t.co/IYm4QwE4h6 pic.twitter.com/4GsgkLUrHM
Alzheimer’s Society: Unmemorabilia
On a more serious note, Alzheimer’s Society used the Coronation as an opportunity to shed light on the sobering statistic that one in three people born today will develop dementia in their lifetime.
The ad touched on the topic of memorabilia, incredible amounts of which are sold for events such as the Coronation, in line with the fact that people who suffer from Alzheimer’s may not be able to remember the Coronation in any way other than through physical memorabilia.
The hard-hitting tagline for the campaign read: ‘A day one in three of us won’t be able to tell our grandkids about’ which is placed on a Coronation ‘Unmemorabilia’ mug. The ad aims to help raise awareness for dementia and raise funds for Alzheimer’s Society’s life-changing support and research.
The ad was released just days after the breakthrough announcement of a dementia drug called donanemab, with early results showing it could slow the progression of early Alzheimer’s disease – and it is campaigns like this that raise funds and awareness which help make these breakthroughs possible.
Anthony Smith: Spoof ads go viral
And finally, in a somewhat unintentional marketing campaign, Australian creative Anthony Smith provided some of the world’s largest brands with some free marketing as he created his own Coronation-themed advertisements.
Smith was not asked by any of the brands to partake in a marketing campaign and simply did it from his own free will. Smith described himself as a Guinness fan and a nerd, focusing large parts of his university work on the drink.
Smith stated: “It started with the fact there was this one-off, almost once-in-a-lifetime event on the horizon and I wanted to try and get something out there that might get my agency (and me) some traction.”
And he certainly did that.
This is a great example of how creativity cannot always be bought and that timing and execution is everything. Smith, a lesser-known creative, used the timing of the Coronation as well as his editing skills to gain immense traction through his engaging mock-up advertising campaigns, garnering over 1.8 million views on his Guinness advert alone. Smith also created four more Coronation-related ads, using Corona, Budweiser, Puma, and Burger King, with Budweiser UK and Corona USA both liking the posts on Instagram.
PG Tips: ‘National tea anthem’
PG Tips marketed the Coronation with a new rendition of the national anthem made entirely via the sounds of making a cup of tea, a staple of British culture. Noises such as a kettle boiling, a box of PG Tips opening, the tinkling of the teaspoon, hot water being poured and sipping a cuppa were used to create a new sounding national anthem.
The national anthem has been a bit of a cause for confusion recently with many people struggling to adapt to singing God save the King, rather than Queen. PG Tips hoped that their rendition would spark people to reach for a ‘cuppa’ to refresh themselves during the ceremony.
The English breakfast tea could be described as a pillar holding Britain up and it is no surprise to see it at the centre of such a big national occasion. With content such as the type produced by Buckingham Palace for the Queen’s Platinum Jubilee last year having tea as its centrepiece, it is a drink that certainly goes hand in hand with the Coronation.
What’s more British than a Coronation & a cuppa? 👑
— PG tips (@PGtips) May 3, 2023
We're celebrating in the most fitting way, by recreating the National Anthem using the harmonious sounds of tea making - a tinkling of a spoon, a splash of milk, we think it's fit for royal-tea!
Tag us in your own renditions☕️ pic.twitter.com/FIY7KCF9cd
Alzheimer’s Society: Unmemorabilia
On a more serious note, Alzheimer’s Society used the Coronation as an opportunity to shed light on the sobering statistic that one in three people born today will develop dementia in their lifetime.
The ad touched on the topic of memorabilia, incredible amounts of which are sold for events such as the Coronation, in line with the fact that people who suffer from Alzheimer’s may not be able to remember the Coronation in any way other than through physical memorabilia.
The hard-hitting tagline for the campaign read: ‘A day one in three of us won’t be able to tell our grandkids about’ which is placed on a Coronation ‘Unmemorabilia’ mug. The ad aims to help raise awareness for dementia and raise funds for Alzheimer’s Society’s life-changing support and research.
The ad was released just days after the breakthrough announcement of a dementia drug called donanemab, with early results showing it could slow the progression of early Alzheimer’s disease – and it is campaigns like this that raise funds and awareness which help make these breakthroughs possible.
Marmite: Raise a toast
Marmite partnered with food artist and Britain’s Got Talent semi-finalist, Nathan Wyburn, to create a portrait of the King using Marmite and toast. A common breakfast for many across the country, Marmite looked to boost their sales and make this the nation’s breakfast of choice on Coronation morning.
It took Wyburn two hours to complete the portrait of King Charles, which he created with just one jar of Marmite and 42 slices of toast. First introduced to the UK in 1902, Marmite received the royal warrant in 2016 for Queen Elizabeth's 90th Birthday, which provides evidence of the authority to use the Royal Arms.
This display of artistic talent in combination with the simplicity of Marmite and toast may have inspired more budding creators. With Marmite being a popular product among all ages it is a campaign that will have reached many and maybe even have inspired more to get up and watch the Coronation with a slice of toast.
To celebrate the King’s Coronation, I am working with @Marmite to raise a ‘TOAST’ to the King! 👑 🍞
— Nathan Wyburn Artist (@NathanWyburnArt) May 2, 2023
Why not purchase your own Marmite jar and raise a ‘toast’ too?
#Marmite #KingsCoronation #Toast #ToastArt #KingCharles #Coronation #CoronationWeekend https://t.co/IYm4QwE4h6 pic.twitter.com/4GsgkLUrHM
Anthony Smith: Spoof ads go viral
And finally, in a somewhat unintentional marketing campaign, Australian creative Anthony Smith provided some of the world’s largest brands with some free marketing as he created his own Coronation-themed advertisements.
Smith was not asked by any of the brands to partake in a marketing campaign and simply did it from his own free will. Smith described himself as a Guinness fan and a nerd, focusing large parts of his university work on the drink.
Smith stated: “It started with the fact there was this one-off, almost once-in-a-lifetime event on the horizon and I wanted to try and get something out there that might get my agency (and me) some traction.”
And he certainly did that.
This is a great example of how creativity cannot always be bought and that timing and execution is everything. Smith, a lesser-known creative, used the timing of the Coronation as well as his editing skills to gain immense traction through his engaging mock-up advertising campaigns, garnering over 1.8 million views on his Guinness advert alone. Smith also created four more Coronation-related ads, using Corona, Budweiser, Puma, and Burger King, with Budweiser UK and Corona USA both liking the posts on Instagram.