A Brief Look at the Coronation: Marketing the Royals

Whether you’re a royalist or not, it’s undeniable that the royal family are a fascinating entity and how they present themselves has changed significantly over time. From (the controversial) Henry VIII and his six wives, to the family matriarch Elizabeth II, the royal family certainly means something different to the nation today than it did in 1510. Rather than ruling over the land, today it’s more a pillar of British tradition aimed at a more secular and globalised people. 

The British Royal family is one of the few European monarchies still ruling in the modern age; how has this been achieved?

The history of the coronation is a long one; much too long to go into here. However, the idea of the coronation that the public is familiar with today is a much shorter one. Sure, the scale has always been grand and well attended, but for the public it’s remained a fairly closed affair. 

Although the procession on the streets of London has been in place for the last 800 years or so, allowing the public to follow the carriage along its tour, the doors to the abbey would’ve been firmly shut, shrouding the ceremony in further mystery and majesty.  


Queen Elizabeth II revolutionised this pageantry during her coronation on the 2nd of June 1953 by requesting it to be televised. Not just the procession of the carriage ride but the inner sanctum of the abbey and thus, the ceremony itself. Her coronation was witnessed by an estimated 27 million people on their television sets in the UK, with a further 11 million Brits tuning in to a radio broadcast. The act of opening up this event ushered in a new monarchy and a rebrand of what the monarchy represents.

Undoubtedly the coronation is a hugely successful marketing campaign. With the advent of photographs, television and the court of public opinion, the purposes of the coronation are perhaps more nuanced than those for the previous monarchs of the last millennia. 

This idea, this campaign for British tradition and unity, is a major marketing opportunity for several brands. How could it not be?

Here’s a look at how three brands are celebrating the coronation of King Charles III and Queen Camilla. 


Celebrations’ Chocolate Sculpture

What is more regal, more extravagant than a life size bust of King Charles III? Chocolatier Jennifer Lindsey-Clarke painstakingly crafted the sculpture out of individual chocolates from Celebrations tubs. Around 2,875 chocolates have gone into the piece, weighing in at 23kgs and taking four weeks to complete, it’s certainly a spectacle!



image credit: Essex Magazine

Fuller’s Coronation King’s Ale 

To mark the auspicious event, Fuller’s Brewery has created a special limited edition bitter to further add to the revelry of the momentous occasion. It’s aptly named “Coronation King’s Ale”, and clocks in at a 5.5% alcohol content, and features a tawny-colour brewed from pale ale, crystal and chocolate malts.

The Coronation King’s Ale boasts a spicy apricot aroma and has flavourful notes of orange and summer berries – surely fit for a king! 


Aldi’s Carrot Coronation King Toy

We’re no strangers to Aldi’s marketing efforts at Brace – we’ve covered them before in our breakdown of successful Christmas marketing campaigns in which, to the surprise of no one, Kevin the Carrot appeared. 


The little carrot has been a major mascot for Aldi and to commemorate the coronation, the retailer released a King and Queen carrot toy which were initially made available to the public for £3.99, however they are now sold out – the Kevin the Carrot line is much too beloved by the public to meet all demand! 

image credit: Daily Record 


King Charles III and Queen Camilla’s coronation on the 6th May 2023, and the build up to it, has shown that the monarchy has continued to be a significant part of British culture – through adapting with the public and the times. 

It is undeniable that Royalty is a highly recognisable and marketable brand for companies to bring into play and, in a way, this is one of the ways they have managed to preserve their relevance in the modern world. Their secret to success? Chocolate, ale, and a lovable carrot. 

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