Instant Marketing: how British brands "use" the death of Queen Elizabeth

Instant Marketing: how British brands "use" the death of Queen Elizabeth

How did the brands behave with the passing of Elizabeth II? Let's go see some of them to see if we can learn a good lesson from them

We are not here to argue about moral implications of the use made by brands of death of Queen Elizabeth  for “express” marketing. However, being part of many people's daily lives, brands can also feel the need to express condolences or interest in the matter. All, of course, ventilated in key Branding.

TV, newspapers, neighbours, social media and pets have been talking extensively about Queen Elizabeth's passing for more than a week.

Each of these media remembers it in its own way: TV with documentaries and interviews with experts of royals (don't make me say anything), newspapers with insights, social media with posts that are missing for grandma and neighbors, behind. I don't know how your neighbors are experiencing the death of the Queen, but I can tell you that I, an Italian, have witnessed desperate cries. Of other Italian citizens. That's why, inevitably, I'm convinced that my cat too has developed an opinion about Elizabeth II.

The brands that pay homage to Elizabeth II

Returning to the gist of the speech, the condolences could not but join the brand – the one item I haven't mentioned in the above list to build some suspense. Of course the approach was a lot sober and flawless (not like mine, in other words). Queen Elizabeth was a sacred institution cherished around the world and, as such, she was respectfully celebrated through her image reflected in the landmark brands.

Elisabetta's life has touched many brands, especially in the world of luxurybut not necessarily. We cannot fail to mention Paddington Bear, for example, who during the Platinum Jubilee last June, for the 70th anniversary of the Kingdom, had uttered the most famous phrase of these weeks: "Thank you, Ma'am, for everything” – never as popular as today. I have to say that when I reviewed the video something went wrong in my eye too.

He could not miss Disney, who remembered her with an illustration of her together with Winnie the Pooh. The Queen was a great admirer of it. Take a look at the video made for the Palatine Jubilee.

Follows closely PLAYMOBIL which dedicates a toy-sized reproduction to the Queen.

Opposite choice for Lego e Barbie who, despite actually having a The Queen-sized toy at their disposal, have chosen not to make any posts. Frankly, I consider it as valid a choice as that of PLAYMOBIL, probably due to the clientele of the two brands. The former increasingly open to oriental markets, the latter concentrated on the creation of an inclusive, cosmopolitan Barbie and above all prudently distanced from certain colonial pasts that we will not go over again now.

Let's go to the luxury brands. Land Rover dedicated a post to the Queen in which he told how saddened the "Jaguar Land Rover" team was by the news. Tiffany & Co, with a beautiful shot by Chris Levine (it really needs to be said), joined in the condolences by reminding everyone who bejeweled the international Elizabeth.

Also Dior he remembers her through his 1947 shots, in which the then Princess had chosen their dresses. Gucci joins the caravan showing a photo of her on horseback with an unmistakable scarf.

Someone was also surprised why Johnny rotten, vocalist of the iconic punk band The Sex Pistols, dedicated a condolence post to the matter. Punk and corona (not beer, that's easy)?

Well, the answer is just as easy and it's a proper brand name: Vivienne Westwood, the inventor of the punk look that each of us has clearly in mind today. Yet another fruit of branding, in practice.

But in conclusion?

We could go on for quite a while about brand and on Queen Elizabeth II. In principle, the advice we can give to small Italian brands in the field of great mourning, is to not expose himself too vehemently as long as the deceased was not a great supporter of the products. Or that there isn't a clear common thread between the deceased and the brand.

While it is true that keeping silent leaves some doubts, it is always wise to remember that the consumer was not born yesterday. L'elegance of silence it is precious and rare these days, and many will be able to notice and appreciate it.

… In fact here we are, talking about her.