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American brands try to capitalize on British royal birth

July 25, 2013

Even as many Americans have shown indifference to the birth of the British royal baby, U.S. brands have tried to ride the moment with product promotions, reports. Pampers diapers tweeted a video proclaiming that “every baby is a little prince or princess,” while Coca-Cola created an image suggesting that its Twitter followers join the royal celebration by sharing soft drinks in matching “Wills and Kate” bottles.

Delta Air Lines tweeted a royal baby in a crib under a mobile of little dangling airplanes, while Starbucks put paper crowns on coffee cups — two big ones for William and Kate (their names written in black marker) and one small cup for the baby, placed on grass and seemingly snapped with a smartphone camera. Hostess offered an image of an adoring father gazing at a giant Twinkie wrapped in a baby blanket.

Grabbing for its piece of the attention, Oreo posted an image of a cookie leaning against a royal baby bottle on a fancy red cushion with the line, “Long live the creme.” But so far it’s only been re-tweeted 752 times and has received about half as much attention on Facebook, compared to Oreo’s “Dunk in the Dark” campaign during the Super Bowl blackout, which reportedly was re-tweeted 14,800 times and “liked” by more than 20,000 people on Facebook.

But the social-media crown this time, says, goes to Charmin for its image of a roll of toilet paper with a golden potty and the line “Get the throne ready!” — Greg Beaubien


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