Wedding Fever

Rosie Baker is Marketing Week’s specialist on sustainability and retail.

I have resisted the temptation to blog about every amusing royal wedding thing I have come across in the past few weeks and months because it seems as though every brand and his dog has made some vague attempt to get in on the action. With only two days to go, it would be churlish not to mention it.

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I don’t know if the excitement of watching the event with my mum and some friends in her house emblazoned with Union Jack bunting, eating Victoria sponge cake and cucumber sandwiches with the crusts cut off is clouding my judgement, but I saw this yesterday, and I desperately want one.

A limited Edition Kate and William Oyster card.

It’s small and insignificant enough that it just about avoids being tacky. Unlike the endless supply of mugs, tea towels and the like, there’s a limited number of them available so if you get one you’re essentially a little bit special.

For visitors to London who happen to be here this week it’s a genuine, practical item, with the added bonus of being a little part of the capital’s celebrations to take home.

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I already have an Oyster card, I don’t need another one, but I hope I’m not too late to get one of these.

Well done TFL (Transport For London). It’s not often that I say that.

Various other efforts have impressed me with their clever irreverent take on it like the John Smith’s commemorative paper plate.

There are the obvious ones like Disney’s Royal Wedding Princess collection, and Royal Mail’s inevitable special edition stamps and packaging updates to include the Union Jack.

Some, like the T-Mobile spoof dance ad, are utterly cringe worthy but hilarious at the same time – who doesn’t want to see a Prince Charles look-a-like shimmying down the aisle with Camilla?

My favourite however are those that are so completely irrelevant to the royal wedding, royal family, or even the vague theme of Britishness.

Whoever dreamt up the royal wedding commemorative sliding wardrobe doors needs their head examined, (as does whoever actually bought them).

I love Premier Inn’s slightly creepy Kate and William duvet covers, all of which I imagine will be pinched by guests on the morning of the wedding.

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Relevant or not, I don’t think it’s a bad thing for a brand to nod its head towards the Royal Wedding, so long as it doesn’t take itself too seriously.

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