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Adland’s royal rumble: how brands are marking King Charles III’s coronation

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By Amy Houston | Senior Reporter

May 4, 2023 | 8 min read

From Heinz to Uber, brands are commemorating the coronation of Charles III. Here are the stand-outs.

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King Charles III and Queen Camilla

On Saturday, May 6, King Charles will ascend to the throne inside Westminster Abbey in London. The ceremony, which will be conducted by the Archbishop of Canterbury, is predicted to draw viewers in the millions globally.

The event comes 70 years after the late Queen Elizabeth II’s coronation, which took place as millions of Brits were buying their first TV. It’s a different scenario all these years later but just how big will the celebration be?

Barclaycard research sees 40% of UK hospitality businesses expect the Coronation weekend to provide a welcome boost to sales. A consumer study from Havas Media Group, meanwhile, said 40% of people like the Royal Family as a whole, but over half (56%) are planning on joining in with the Coronation celebrations. And that 67% will be watching on TV.

Here’s a look at some of the best activations.

KitKat: Thanks for the extra break, Sir

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KitKat is taking its iconic 'Have a break' tagline to the nation this weekend, with a campaign to mark the Coronation by thanking the King for the extra day off.

Ferrero Rocher: A Moment To Celebrate

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To commemorate the Coronation, chocolate brand Ferrero Rocher is reimagining its paper tray as a crown being placed on a head.

JCDecaux: Crowns

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Media company JCDecaux is joining in the fun by placing huge crowns on top of some of its outdoor sites.

Burger King: From One To Another

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Burger King has marked the royal occasion by spotlighting ‘King’ and removing ‘Burger’ from its logo.

Alzheimer’s Society: Unmemorabilia

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Alzheimer’s Society, and agency partner New Commercial Arts, highlighted the shocking statistic that 1 in 3 people born today will develop dementia in their lifetime through a tactical ad.

Reese's: Crowns

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These limited-edition chocolates were developed after years of work from the team at Reese's. According to the brand, any resemblance to the Peanut Butter Miniatures is absolutely coincidental.

19 Crimes: Projections

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Wine brand 19 Crimes has weighed in on the Coronation conversations with a series of attention-grabbing projections on iconic landmarks across London.

The messages celebrate people who go against the grain and challenge traditions. Some of the copy include: “Invite the whole family. Or don’t” and “Invite your wife to your dad’s party. Or don’t.”

Aldi: King Carrot

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Supermarket chain Aldi has given Kevin the Carrot a royal makeover. Quick shoppers were able to grab plushie versions of Charles and Camilla for £3.99, but they are now out of stock online.

Royal Mail: Charles and Camilla

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The Royal Mail’s very own Charles and Camilla visited one of the many streets, including Coronation Street in Brighton, with regal titles across the UK to deliver post.

EasyJet Holidays: BuckingSand Palace

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EasyJet Holidays unveiled a mini replica of Buckingham Palace made entirely out of sand. The sculpture was made using a bespoke sandcastle bucket and marks the brand’s ‘Holidays Fit For A King’ summer promotion.

The Times: The Wait is Over

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The Times and The Sunday Times draw an analogy between the British public’s anticipation of the coronation and the lifetime that King Charles has spent building up to this moment.

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Royal Mail: Postboxes

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To mark the occasion, Royal Mail unveiled four special postboxes across the UK. The company has a history of doing this.

Heinz: Tomato Kingchup

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Ketchup brand Heinz launched limited edition bottles of the red stuff. According to the condiment connoisseurs, it has even sent one to the soon-to-be King himself.

Uber: Horse-drawn carriage

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Want to experience the majesty of a horse-drawn carriage? Well, if you’re traveling to London this weekend you can book Uber’s ‘Coronation Carriage’ and get around the capital like a true Royal.

Celebrations: Chocolate Charles

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Celebrations have created a one-of-a-kind chocolate version of the King. Apparently, the sculpture took four weeks to create and weighs over 23kg – which is the equivalent of 2,875 individual Celebrations chocolates.

Tesco: The King in the Castle

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Supermarket Tesco is branching out from its usual territory and opening a pop-up pub in honor of the big day. Located in The Castle pub in Farringdon will become The King in the Castle and all proceeds will go to The Prince’s Trust.

Like this story? The Drum challenged 3 agencies to embrace coronation quiche. Find out the results here.

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