With the Olympics out of bounds, many marketers are embracing Queen Elizabeth II's Diamond Jubilee celebrations with a vengeance. The popularity of last year's royal wedding has also motivated brands to celebrate her majesty's anniversary of 60 years on the throne.
Unlike the heavy-handed regulations surrounding Olympics branding, a playful, irreverent mood prevails around Jubilee marketing, with the queen's favorite corgi dogs featuring in many campaigns. Iconic British brand Marmite has made good use of HRH's canine friends in a campaign to promote its special Ma'amite edition -- although as any royal watcher knows, the queen would be horrified by this development.
The correct way to address her is to pronounce the word "ma'am" as "mam" -- and not as "marm."
One wonders what she would make of bookmaker Paddy Power offering odds on her boat suffering a collision during the Thames Diamond Jubilee Pageant. The queen might prefer the efforts of another Great British brand, the Mini car, whose agency LIDA has created a Facebook app inviting followers to upload a photo or film of themselves doing their best royal wave. The shots are then lined up along a digital royal balcony -- just like the one outside Buckingham Palace -- so they can wave to the world.
Heinz and Kellogg's have both turned the clock back with limited-edition vintage packaging, reproducing designs from the year of the coronation, 1952. United Biscuits has redesigned McVitie's Digestive packs to promote its "Proud to be British" positioning -- and snuck in a reference to "Summer of Sport" under the Olympic radar.
The whole of the U.K. is awash with red, white and blue, with store-window displays and streets festooned with Union Jack bunting. Even Heathrow Airport is in on the act -- it has created a "royal runway" that passengers can enjoy as they come in to land.