How marketers are trying to get a piece of the Royal Baby excitement.
As Great Britain waits for the royal baby to arrive, optimism about the birth is running high, according to a survey conducted by JWT London in June. More than half of respondents believe Britons will feel prouder of their nation post-delivery, while nearly 6 in 10 expect a boom in the U.K.’s tourism industry. The birth is certainly expected to boost the retail industry, with products running the gamut from children’s books like Shhh! Don’t Wake the Royal Baby to a commemorative china plate from Harrods (currently sold out). Britain’s Centre for Retail Research estimates that the birth will boost retail sales by around £243 million.
Marketers have been ramping up efforts to tap into the energy and enthusiasm surrounding the baby, as Ad Age reported last week. Some are speculating about the baby’s sex: As part of a campaign created by JWT, upmarket maternity clothing brand Seraphine is asking, “Is it a girl? Is it a boy?” on bus ads. After the birth, the message will change to “Congratulations M’um,” a play on the official “Ma’am” greeting. Krispy Kreme is selling “Bite & Reveal” doughnuts with pink or blue fillings.
Brands are also encouraging parents to give their own kids the royal treatment. High street retailers have been selling baby clothes with messages like “Born to Rule,” and Unilever is providing an online “Guide to raising your baby like a royal.” Meanwhile, Unilever’s mother and baby laundry brands, Comfort Pure and Persil Non-Bio Powder, are preparing to roll out products sporting pictures of a newborn wearing a gold crown and featuring gold foil decoration and writing. These will go on sale the day after the birth. And after the baby’s arrival, expect the Duke and Duchess of Cambridge’s product choices (like a rumored blue Bugaboo stroller) to serve as the ultimate endorsement.
As we noted in our 100 Things to Watch in 2013, this will be the most tweeted, blogged-about and photographed royal baby in history, and the first of many world leaders with a digital trail following them from birth.