Ford UK’s new merch line was inspired by ‘Passenger Princess' TikTok memes

Why be a Passenger Princess when you can be a Driver Princess? Ford UK is tapping into the Passenger Princess TikTok memes, which typically feature a woman who likes to be driven around in luxury, rather than taking the wheel herself. Ford’s twist on the trend is based around the Mustang Mach E’s hands-free assisted driving, which allows the driver to be princess-like as well. A line of merch, developed by Wieden+Kennedy London and its Bodega social-first creative studio, includes items such as the Passenger Princess shades, keychain, thermos, hand cream and rings. The items were designed by Beta Design Office, a studio in London. High-profile female influencers including Nella Rose, Farah, Beth McCreadie and Lisah will help promote the campaign. The campaign will run across Ford UK's Instagram and TikTok accounts. Fans will have a chance to grab a limited-edition Ford Passenger Princess kit, and will also be directed to register for a test drive of the Mustang Mach-E. “Ford’s BlueCruise hands-free driving technology is unlocking new possibilities for drivers who, previously, have had little chance to enjoy long journeys and have some fun with their friends and family,” said Catherine Blee, passenger vehicle director at Ford Britain. “Passenger Princess is a trend we love, and through BlueCruise drivers now have the chance to become a Passenger Princess in their own right.” “It can be easy for brands to jump into internet culture, but not so to do it authentically,” said Gabriel Marchi, head of Bodega. “Ford’s Passenger Princess accomplishes that by seamlessly connecting a massive social media trend to an exclusive feature of the Mach-E. Delivering through a merch line and influencers rather than assets demonstrates Ford’s boldness and creative edge, showing audiences that it is not only moving towards the future of advertising but helping shape it.” More Creativity coverage from Ad Age: Sign up for our daily Creativity newsletter to see the best stories of the day.

Ford UK’s new merch line was inspired by ‘Passenger Princess' TikTok memes

Featured Stories