Will American consumers go for ‘When Harry Married Meghan’ promos?
Prince Harry and Meghan Markle’s nuptials seem to have captivated many Americans, and some U.S. marketers are looking to cash in.
Among the majors, Dunkin’ Donuts from May 14 through May 20 is selling the Royal Love Donut, a heart-shaped jelly donut frosted with chocolate icing and a strawberry drizzle. On May 19, the day of the wedding, restaurants will be opening at 5 a.m. for wedding viewing parties.
Dunkin’ Brands Chairman and CEO Nigel Travis, a dual U.S. and British citizen born and raised in Woodford, Essex, said in a statement, “The Royal Wedding represents optimism, happiness and joy, and thus is a perfect opportunity for our brand to celebrate.”
Other retailer and brand executions around the ceremony include:
- At Bloomindale’s 59th Street flagship on Saturday, 200 couples will be offered an assortment of wedding day-related necessities as part of The Bridal Council’s “Wedding Weekend.”
- Velveeta introduced a “Crowns & Cheese” version of its popular “Shells & Cheese” product with macaroni shaped like crowns and a gold-plated spoon. The item is sold out on its website.
- Brooklyn-based ice cream shop Ample Hills is selling God Save The Cream, a lemon ginger ice cream studded with chunks of elderflower cake. (The royal wedding cake is lemon elderflower.)
- Tostitos’ website includes instructions for making a “7-Layer Dip Wedding Cake” from a variety of chips and dip.
- Mrs. Fields is promoting 12-inch round or heart shape cookies with the inscription, “When Harry Met Meghan.”
- Pez on May 13 auctioned off for charity a dispenser set that looks like the couple.
The wedding may be earning extra attention in the U.S. because Ms. Markle, a well-known actress, will become the first American to marry into the British royal family since 1937.
Brand Finance predicted that the royal wedding will boost the U.K. economy by £1.05 billion ($1.43 bn) from tourism, dining, commemorative items, Ms. Markle’s potential to drive fashion sales and the overall “PR value” for Britain.
- Share The Love: Dunkin’ Donuts Unveils New Royal Love Donut To Celebrate The Royal Wedding – Dunkin’ Donuts
- Tostitos 7-Layer Dip Wedding Cake – Tostitos
- Royally Treat Yourself – Velveeta
- The Craziest Things Brands Are Doing to Leverage the Royal Wedding – INC
- Countdown to Royal Wedding Leads to Bobbleheads, Champagne Toasts in Stores, Wedding-Friendly Dresses – WWD
DISCUSSION QUESTIONS: How successful do you expects retailers and brands to be with promotions tied to the upcoming royal wedding? What advice would you have for stores or brands looking to capitalize on the event?