The consumer PR content calendar is full of those “natural” opportunities, that the seasoned PR professional loves and hates in equal measure. Valentines Day, Easter, Mother’s Day, Father’s Day, Back to School, Breast Cancer Awareness Month, Halloween, ‘Movember’, Christmas… the list goes on and on.
This year, adding to that mix are two extra summertime “PR opportunities” (as we and our clients love to call them). Both neatly plug the “occasion gap” that tends to take place in the early-mid summer. The Queen’s Diamond Jubilee (5th June) and The Olympics: London 2012 (27th July-12th August) – both give brands the theoretical chance to emotionally engage with their audience over a shared national occasion.
For London 2012, the chance is indeed theoretical in the most part, though… The Olympics, with all of the associated jurisdiction, means potential engagement riches for worldwide partners that include global power-brands such as Coca-Cola, McDonalds and P&G, and London 2012 partners including BMW, BT and EDF – but not for chancer brands trying to tactically “jump on the bandwagon”.
So it’s no wonder that it’s the Queen’s Diamond Jubilee instead, where we’ve already seen brands exercising their creativity to engage with their audience. It’s been fascinating from a brand perspective, to watch how brand managers and their marketing and PR teams, have embraced this seasonal opportunity for patriotism – often sprinkled with some distinctively British humour.
So, what makes Britain, British? What makes Great Britain, Great?
The marmite sandwich of course! Or sorry, should that be the Ma’amite sandwich? And of course, it could only be on Queensmill. A very patriotic looking and sounding sandwich indeed.
And what about the traditional British cup of tea and a Kitkat at 3pm? Or as it will be for a limited time only, a Britkat. Or if you’d prefer a bit of variety in your chocolate, how about a box of Jubilations, perfect for sharing around at your jubilee party?
Quintessentially British too of course (much as some of us may like it not to be) is the garden gnome. Which is why B&Q was one the first brands to take the opportunity to create a patriotic limited edition. Introducing Diamond Jubilee Gnomes – B&Q’s opportunity to cash in on the “royal”ties. Riches that will be seen in terms of PR value more than sales value, “one” suspects.
All of these limited editions are quintessentially British, all with a bit of humour (some of which makes us cringe even as we laugh). Some could say that this sums up the Royals themselves too.
Happy Jubilee Bank Holiday Weekend from all of us at Firefly!
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