Major cultural moments offer an opportunity for brands to capture the hearts and minds of their audiences on a global scale. And nothing makes the world stop and take notice more than when the Royals step into the spotlight.
As keen as quiche to keep the King’s Coronation celebrations rolling, we’re looking back at some right royal campaigns from Smoking Gun that planted its clients firmly at the heart of the fun and in the memories of consumers.
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PG Tips: Now That’s Royal-tea
To celebrate the Coronation of King Charles, we teamed PG Tips with music producer Tarek Musa to create a stirring rendition of the National Anthem, made entirely using the harmonious sounds of making a cuppa!
A boiling kettle, a tinkling spoon, a splash of milk – media, influencers and public all agreed it was fit for royal-tea. Success for the campaign rang in to the tune of thousands of social media engagements, further creative content from audience-relevant influencers and media hits in the likes of The Sun and Mirror. What’s more, Smoking Gun’s work was heralded in industry bibles PRWeek and Campaign, alongside brand giants Aldi, Tesco and Walkers Crisps.
Panda liquorice: Prince William looking tasty at 30
Wills has never looked so tasty as when we celebrated his 30th birthday in 2012 with Panda liquorice. We created a 20ft mural of the prince using more than 3,000 pieces of liquorice, taking a team of four artists over five hours to assemble, in central Manchester. Social media engagement and national media coverage of the stunt exploded – a fitting way to mark what was also the confectionary brand’s 30th year.
Greenhalgh’s bakery: A sweet celebration
We took the Bolton bakers onto BBC News and beyond as its master bakers created Prince William and Kate Middleton out of cake and icing to mark the royal wedding in 2011. The sweet pair went on a tour of Greenhalgh’s bakeries, mirroring their real-life counterparts’ visit around the North West just weeks before their big day. Reputations were bolstered all round.
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