John Lewis rebrands to John Louis in a fit of royal baby reverence


By John McCarthy, Opinion Editor

April 27, 2018 | 2 min read

Retail brand John Lewis is keen to show the world that it is euphoric about the birth of the latest British royal baby, Louis Arthur Charles.

John Lewis.

John Lewis rebrands as John Louis

It has done so by rolling out a new look on its social media channels, rebranding as John Louis in reverence to the aristocratic bambino.

While there has been debate around the pronunciation of the prince’s name, John Lewis believes it is orated as Lewis rather than the more continental Louis.

The work was produced by Adam&Eve/DDB just two days after the young prince left the hospital for his parents’ abode.

It ran the work across its Facebook, Twitter and Instagram accounts, serving as a company making one of the more committed tributes to the imperial infant.

The Drum captured all the brand reactions to the monumental royal event on the day. There was markedly less brand engagement around the third royal baby – but sequels often suffer from diminishing returns.


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