Andy Pilkington's recent articles
Varying reception for Diamond Jubilee brand tie-ins, with women more positive
Analysis of brand tie-ins ahead of the upcoming Jubilee weekend shows royalty only resonates with some brand communties and that women are generally more positive towards it.
In an effort to capitalise on the upcoming Queen’s Diamond Jubilee, many traditionally British brands have launched tie-ins with the event. Marmite have launched their Jubilee themed limited edition packaging, while Walkers have given their multipacks a “Great British makeover” and Kingsmill have rebranded as Queensmill for the period. These tie-ins have been promoted via the brands’ social media communities.
Analysis of the consumer reception for these brand associations reveals that the strategy does not work for all brands. While Marmite’s tie-in resonates well with their community, Kingsmill fans react more negatively to the initiative. Furthermore, analysis reveals that women react much more positively to the Jubilee tie-ins, suggesting this demographic are more likely to favour initiatives of this type. Overall, brands should ensure they associate themselves only with events and institutions that resonate with their fanbase.
While Ma’amite is greeted with jubilation, Queensmill receives criticism:
Women engage more with the Jubilee content and are also more upbeat: