Hit or miss? Brands scramble for royal baby publicity coups after a long wait

The news that the Duchess of Cambridge had given birth to the third in line to the throne finally came on Monday evening.

Royal flush: Top Trumps stunt (Credit: Top Trumps)
Royal flush: Top Trumps stunt (Credit: Top Trumps)

The event has prompted a range of brands to join in the celebration, with stunts ranging from the BT Tower beaming ‘It’s a boy’ over the capital to Top Trumps launching a commemorative Royal Babies pack with giant blow-ups of the cards displayed on easels outside Buckingham Palace.

How I see it

Mike Morgan, chief executive, The Red Consultancy

That the first two letters of ‘pregnant’ are PR had extra meaning this week. After months of expectation the royal baby arrived and with it some very happy brands.  

There was BT’s proclamation from its tower and EDF turning the London Eye red, white and blue. As the future king’s arrival coincided with peak TV viewing and national press deadlines, both had a very good royal birth.

Beyond those high profile gestures it was about finding the joy in this most British of moments. Ryanair surprised with a tasteful Ryan Heir renaming. Warburtons struck a northern note with ‘one’s bun is done’. Both were widely socially shared. But Tuesday saw the press feeling like a hard-pressed maternity unit with news desks pleading for non-baby stories or, if you will, a pregnant pause.

Have brands made the most of the publicity around the birth of the Royal baby? Tell us what you think in the comments, below.

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