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Prince George: Brands cash in with 'trendjacking' ad campaigns Prince George: Brands cash in with 'trendjacking' ad campaigns
(2 months later)
Google, Tesco, Air New Zealand and the Sun were among almost 20 brands to launch "trendjacking" ad campaigns aiming to cash in on the birth of the Duke and Duchess of Cambridge's baby boy.Google, Tesco, Air New Zealand and the Sun were among almost 20 brands to launch "trendjacking" ad campaigns aiming to cash in on the birth of the Duke and Duchess of Cambridge's baby boy.
The US search giant created a global online greeting card, with a little help from ad agency adam&eve DDB, which will be followed up with a card being sent to Kensington Palace.The US search giant created a global online greeting card, with a little help from ad agency adam&eve DDB, which will be followed up with a card being sent to Kensington Palace.
The digital social strategy was also adopted by Procter & Gamble's Pampers brand, for which Saatchi & Saatchi asked for congratulations to be posted online to create a giant-sized baby blanket.The digital social strategy was also adopted by Procter & Gamble's Pampers brand, for which Saatchi & Saatchi asked for congratulations to be posted online to create a giant-sized baby blanket.
"Brands can demonstrate that they're culturally relevant by tapping into the news agenda," said Luis Carranza, innovation director at the ad agency Inferno. "By riding on the hype of current affairs brands can become part of the news. For this tactic to work a rapid turnaround is obviously needed to communicate with audiences at high speed. Creative advertising campaigns often take months to perfect, so haste can be a risky strategy. However, in a world that demands instant gratification and with the immediacy of social media a sense of urgency is becoming the norm.""Brands can demonstrate that they're culturally relevant by tapping into the news agenda," said Luis Carranza, innovation director at the ad agency Inferno. "By riding on the hype of current affairs brands can become part of the news. For this tactic to work a rapid turnaround is obviously needed to communicate with audiences at high speed. Creative advertising campaigns often take months to perfect, so haste can be a risky strategy. However, in a world that demands instant gratification and with the immediacy of social media a sense of urgency is becoming the norm."
Beer brand Carling pulled off arguably the most technically challenging production under time pressure, managing to launch a high quality online commercial.Beer brand Carling pulled off arguably the most technically challenging production under time pressure, managing to launch a high quality online commercial.
The tongue-in-cheek punchline to the ad, made by agency Creature, features a proud builder paying huge attention to detail in fixing up a palatial baby room – but accidentally using a pink colour scheme.The tongue-in-cheek punchline to the ad, made by agency Creature, features a proud builder paying huge attention to detail in fixing up a palatial baby room – but accidentally using a pink colour scheme.
However, the ability for agencies to quickly create and place print ads has made newspapers the media of choice for most advertisers seeking to jump on the royal baby marketing band wagon.However, the ability for agencies to quickly create and place print ads has made newspapers the media of choice for most advertisers seeking to jump on the royal baby marketing band wagon.
Tesco, Co-op and Mumm opted for the obvious opportunity to promote champagne to toast the birth, using catchy straplines such as: "Congratulations from one Mumm to another."Tesco, Co-op and Mumm opted for the obvious opportunity to promote champagne to toast the birth, using catchy straplines such as: "Congratulations from one Mumm to another."
B&Q went for a change of strapline, from "you can do it" to "one can do it", a royal ploy also used by bread maker Warburtons which went for "One's bun is done".B&Q went for a change of strapline, from "you can do it" to "one can do it", a royal ploy also used by bread maker Warburtons which went for "One's bun is done".
The Sun went a step further, rebranding its masthead as "The Son", as well as running an ad of a clever line-up of famous looking babies with the strapline "meet your fellow future rulers of the world".The Sun went a step further, rebranding its masthead as "The Son", as well as running an ad of a clever line-up of famous looking babies with the strapline "meet your fellow future rulers of the world".
The Sun is also running the ad on billboard sites at railway stations.The Sun is also running the ad on billboard sites at railway stations.
Coca Cola also opted for the full rebrand, substituting its trademark red scroll writing on images of two bottles clinking in celebration with the words "Wills" and "Kate".Coca Cola also opted for the full rebrand, substituting its trademark red scroll writing on images of two bottles clinking in celebration with the words "Wills" and "Kate".
Budget airline Ryanair turned into Ryanheir, along with offering a deal for baby travel, while international airline Air New Zealand opted for "travel by stork is so last year".Budget airline Ryanair turned into Ryanheir, along with offering a deal for baby travel, while international airline Air New Zealand opted for "travel by stork is so last year".
Others keen to capitalise on royal baby fever included the computer game retailer Game which asked the rhetorical question: "You weren't given a kingdom at birth? Never mind. Plenty of others to go after."Others keen to capitalise on royal baby fever included the computer game retailer Game which asked the rhetorical question: "You weren't given a kingdom at birth? Never mind. Plenty of others to go after."
And snack brand Oreos ran an image of a milk-filled baby bottle on a velvet pillow and the line "long live the creme".And snack brand Oreos ran an image of a milk-filled baby bottle on a velvet pillow and the line "long live the creme".
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