However, more vague mentions such as “Congratulations, your majesty” are potentially acceptable, while ads or unofficial memorabilia must also be careful not to imply any royal endorsement, with marketers “strongly advised” against using the royal emblem too.
Permission to use any image or emblem is given through the Lord Chamberlain’s Office.
Another snag for advertisers is that despite around six hours of live coverage on Saturday across BBC News, BBC One, ITV, Sky News and CNN (just to name a few), no ads will interrupt the proceedings. This means one of the largest television audiences in years will not be available for brand engagement, although each channel has also produced special programs that will be open to advertisers.
“The coronation of [His Majesty] King Charles III is a once-in-a-lifetime television event,” said Emma Gormley, managing director of ITV Daytime. “Here at ITV Daytime we’re producing many hours of bespoke content, as well as special standalone shows, to celebrate and commemorate this historical occasion with our audience, both at home and globally.”
Capitalizing on the coronation
So how have brands been getting in on the act?
Heinz has rebranded its tomato ketchup to become Kingchup and is selling limited edition bottles. Spirit brand Pimm’s has released a limited edition coronation bottle ideal for the many street parties that will be held. To also tie in, Premier Foods has rebranded its range of products including gravy brand Bisto, Mr Kipling’s range of cakes and even Ambrosia Devon Custard to feature blue and red bunting and Union Jacks. Crisp producer Walkers has released two specially created flavors with King Prawn Cocktail and Regal Lamb and Mint, with regally themed packaging.
The highest profile above-the-line ad campaign (there haven’t been many produced) has been for supermarket Aldi, which took the opportunity to rekindle an old war with rival retailer Marks & Spencer over the similarity and IP ownership of their popular caterpillar cakes. Playing up an in-joke, the ad sees a group of people enjoying a coronation party each dressed as caterpillars. All is well until Colin (the name of the M&S caterpillar) arrives to a distinctly cool reception.