Charles III's coronation isn't the big marketing opportunity you think it is

I’m Sam Bradley, senior reporter at The Drum, and with the big day coming up this weekend, I delved into a series of recent studies warning that the event might not be a royal flush for brands.

There will be feasts, flypasts, filigree, and more than a few flags. Amid the scramble will be well-meaning brands trying to pinch a little of that gold dust, while the eyes of the British public, and the wider world, are fixed on Westminster. According to Havas Media Group's latest survey data shared with The Drum, more than half of the UK’s population plans on tuning in.

We’ve seen plenty of brand stunts already, ranging from the solemn to the strange.

EasyJet unveiled a sandcastle that produces a beachside rendition of Buckingham Palace; the Post Office repainted some postboxes; Cadbury’s carved out a chocolate bust of HRM.

My colleague Amy Houston collected some of those activations on The Drum. There's a compelling mania surrounding them, especially when they're gathered in a single place.

From a commercial standpoint, NIQ data shows that UK supermarkets have increased their promotional spending by 20% in anticipation of the big day. In particular, confectionary and booze brands stand to reap a windfall.

“The coronation will be an event to celebrate, and as we saw over the Jubilee weekend, shoppers celebrated with fizz and teatime treats, so there could be a demand for similar products this year despite shoppers wanting to make savings. This means opportunities for premium own-label products that complement the occasion and meet the price point of consumers,” said NIQ’s UK head of retailer and business insight, Mike Watkins. Those coasting on existing mental availability will likely thrive. And then there's bespoke packaging hitting shelves, that'll catch the eyes of revelers. But anything except the finest last-minute stunts, while fun, may get lost in the noise.

Big names aren’t the only ones getting involved; Barclays research suggests that SMEs – businesses like my hometown local, which I saw decked out in celebration bunting on Saturday – expect a ￡180m boost from the weekend.

That Havas data includes a warning, however. While Elizabeth II was popular, the new king isn’t. 33% said their views of The Firm had changed since the Queen’s death; most hold a negative opinion of Charles while younger respondents see the event as just another bank holiday. Spending power on the day isn't necessarily an endorsement of Charlie.

More critically, patriotic displays from brands might fall flat entirely. A survey released this week, carried out for Saatchi & Saatchi by YouGov, found that 68% of Brits think the country is “generally in decline” and 56% said their standard of living was getting worse. 73% said the country is more divided than it was 10 years ago, in the wake of the 2012 Olympics. It might not be the time to adorn everything in Union Jacks, a brand many believe it tarnished of late.

Richard Huntington, chief strategy officer at Saatchi & Saatchi, said that “the royal coronation is a significant cultural moment, and one that the majority of our nation has not experienced in its lifetime.”

But, the survey’s findings indicate “divide, fractures and deeply concerning realities… as an advertising agency, we have a responsibility to our clients and consumers to truly understand how people are feeling, but we hope that this research can do more than inform our work – ?it’s a cry for help by much greater powers than us.”

If Brits are feeling that down on brand UK, advertisers might not see huge returns by wrapping themselves in the Union Jack. And if their target market includes those younger consumers who don’t give a toss about who sits on the throne, they might want to step away from the pomp and pageantry entirely.

Now if you'll indulge me in a reading from the Bard:

“Cover your heads, and mock not flesh and blood

With solemn reverence; throw away respect,??????

Tradition, form, and ceremonious duty;?

For you have but mistook me all this while.?????????

I live with bread like you, feel want,

Taste grief, need friends—subjected thus,

How can you say to me, I am a king?”

You can read my agency coverage on The Drum.com.

And subscribe to our daily briefings. Go on. There will be more Shakespeare.