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Séraphine Paddy Power Aston Villa

Royal Baby Marketing: Aston Villa, Mothercare, Argos, Comedy Central, Séraphine, Bassett's Jelly Babies, Paddy Power and others


By Gillian West | Social media manager

July 22, 2013 | 8 min read

A look at some of the brands looking to cash in on the publicity surround the birth of the next generation of Royals, following the announcement of the birth of the Duke and Duchess of Cambridge's baby.


Mother and toddler chain Mothercare has commemorated the Royal birth with a special range featuring 'Handsome as a Prince' and 'Pretty as a Princess' bibs along with romper suits and baby grows complete with the words 'When I Grow Up I Want to be a Princess' and 'Prince in Training'. The retailer is also rumored to be releasing Royal themed playsets and, rather bizarrely, a pram designed to look like a Royal horse and carriage.

Comedy Central

To celebrate the arrival of our future King or Queen comedy channel (and the home of countless re-runs of Friends and Two and a Half Men) Comedy Central has decreed a summer of Comedy Britannia. The series of ads feature a cheeky Royal scamp bantering with Grandpa Charles and Uncle Harry and getting a call from Auntie Pippa amongst others.

Paddy Power

In the lead up to the arrival of Baby Cambridge mischief makers Paddy Power unleashed four giant babies in nappies and crowns upon Buckingham Palace. The oversized infants were used to publicise the fact that the bookmaker was taking bets on just about anything Royal Baby related from hair colour, gender, name, university, career – and even the name of their first girlfriend or boyfriend. Before the birth Paddy's punters were backing Princess Alexandra, born on the 17th of July with brown hair weighing in at 7lbs.

Jelly Babies

Bassett's Jelly Babies were apparently poised outside the Palace eagerly awaiting the baby announcement, which as tradition dictates is to be made via scroll on the gates of Buckingham Palace. The press ad sent 'sweet' wishes to the new Royal heir.


Upmarket maternity clothing brand Séraphine capitalised on the imminent arrival of the new Prince or Princess at the beginning of July with an outdoor campaign from JWT London. Appearing on CBS Outdoor buses close to the Duke and Duchess of Cambridge’s Kensington Palace home and to the Seraphine store the campaign running so far has asked 'Is it a girl? Is it a boy?'. Following the birth the store now plans to change the ads to read 'Congratulations M'um' - a play on the regal Ma’am salutation.

Royal Mint

The Royal Mint is issuing 2,013 babies born today, on the same day as Baby Cambridge , with a free lucky silver penny. At an estimated cost of £50,000 the Mint will present the pennies those sharing the Prince/Princess birthday in a gender-specific pink or blue pouch. The coins have been marked with the year 2013 to commemorate the babies' year of birth and features a shield of the Royal Arms. Parents of newborns sharing the Royal Baby's date of birth have 60 days to apply for the keepsake via The Royal Mint's Facebook page and will have to provide a copy of their child's birth certificate to qualify.

Grosvenor House

Grosvenor House has transformed one of its exclusive suites into a children's nursery to coincide with Kate and Wills' new arrival. The £2,230-a-night room designed by Dragons of Walton Street features £26,000 worth of bespoke, hand-crafted furniture such as an illustrated cot-bed that took five days to create, a one-of-a-kind white chaise-longue feeding chair and state-of-the-art bottle warmer, along with a £1,400 dolls house cupboard, hand painted to look like the Park Lane hotel. Those staying in the suite will benefit from an on-call baby concierge, ready to hire child-minders, extra nappies, an in-room organic baby food menu, and a £340 nappy changer illustrated with Beatrix Potter characters. Also included with the suite is a £1,450 Silver Cross Balmoral pram.

Aston Villa

As Prince William - the proud pappa of the new arrival - is rumored to be an Aston Villa fan the club is looking to exploit that link with a range of Royal Baby merchandise. The collection highlight is without a doubt the teeny-tiny kit embossed with HRH. Also included in the line-up are sets of booties, bibs, pacifiers, bottles, sippy cups and plates emblazoned with the Birmingham-based clubs logo.


Argos waded into the world of social media with its Royal Baby themed campaign from CHI & Partners asking fans to #nameourbaby. In the ad the alien dad, voiced by Bill Nighy, is seen dealing with pregnancy ailments such as cankles and pickle cravings. On Saturday 29 June Argos revealed that social media fans had followed Beyoncés lead stumping to name the baby 'Blue' - the Duke and Duchess' offspring must be glad it isn't Royal protocol to turn to Twitter for their name.

Star Radio

Cambridge's independent local radio station Star FM is welcoming the Royal Baby by adopting Baby Cambridge's name as part of a rebrand. For one week only. Star FM will adopt the new branding across the whole business, including signage on its building, in-car radio displays and, of course, across all of its radio programmes. Any presenters who mistakenly refer to the station by its original name on-air during the week long rebrand will have to donate £5 to Cambridge's own maternity unit, the Rosie Hospital.

Profero for Great Ormond Street Hospital

Profero is celebrating the birth of the Duke and Duchess of Cambridge's little one by creating a unique playlist of royal lullabies on behalf of Great Ormond Street Hospital Children's Charity. The newly created versions of Great-Grandma Liz's favourites God Save the Queen, Rule Britannia and Land of Hope and Glory have all been re-recorded, lullaby style just for the Royal Baby.


P&G brand Pampers and its agency Saatchi & Saatchi London have cracked the age old adage - just what do you get the baby that has everything? - by presenting our future King or Queen with their very own record-breaking, social media-powered baby blanket. As the world waited for the new baby to finally show Pampers invited well-wishers to tweet their messages of support using the hashtag #babyblanket. The blanket, which was knitted this weekend (Thursday 18-Sunday 21 July) live at London's Westfield Shopping Centre in Shepherd's Bush, has every tweet sent delicately woven into the design with Pampers donating a nappy for each tweet sent to the family support charity, Home Start UK.


Hasbro and its PR agency Bite had someone dress up as a life-size teddy bear join a Price Harry lookalike outside St Mary's Hospital, on one of the warmest days of the year no-less, to unveil a Royal Toybox fit for the new Prince/Princess. Harry and the bear unveiled the giftbox filled with Hasbro products including Play Doh, My Little Pony and Furby before inviting the general public to name the Baby Cambridge's teddy bear to be in with the chance of winning their very one Royal Toybox. The public can suggest names using the hashtag #RoyalTeddy.


Kate and Wills' local Asda in Llangefni, Anglesey has dedicated a parking space to the Duke and Duchess of Cambridge and Baby Cambridge . The usual 'Parent and Child' parking pictogram has been customised with regal crowns and a friendly Beefeater guard provided to ensure to one steal the Royal space. When in Anglesey the Duchess has been known to frequent this very supermarket which is down the road from her and William's home. An Asda spokeswoman said the store had wanted to "do something a bit different and special" to celebrate the new Prince/Princess.


Bookmakers Coral surprised members of the press and those awaiting the latest Royal arrival last Tuesday by sending the 'Queen' to the Lindo Wing of St Mary's Hospital. Her majesty then popped down to her local Coral in Central London to check out the odds and place her bet on the arrival of her great-grandchild.
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