Unilever Packaging to Commemorate Royal Birth

Unilever Release Royal Commemorative Packaging

posted by Kevin Kostiner | 23.07.2013

Unilever Release Royal Commemorative Packaging

Persil and Comfort, both Unilever brands, have released commemorative packaging celebrating the birth of the Prince of Cambridge to The Duke and Duchess of Cambridge.

To celebrate the birth of the royal heir on Monday, Unilever UK is launching commemorative editions of its recognized parent and baby laundry brands, Persil Non-Bio Powder and Comfort Pure.

The special packs are available for retailer orders from today, and feature gold writing and foil decoration, and to enhance its shelf presence, a limited edition flash.

Furthering the royal theme, the Comfort Pure baby will be wearing a small gold crown and the packaging will be topped with a gold coloured bottle cap.

Unilever UK's Comfort Marketing Manager, Fernanda Tubini-Roberts, said as laundry product specialists, both Persil Non-Bio Powder and Comfort Pure are perfect to be at the category's forefront for regal celebrations.

Both are iconic British brands, Tubini-Roberts said, with a loyal following (much like Will and Kate.)

Commemorative Packaging Released for Birth of Royal Baby

"We anticipate that the birth of the royal heir will encourage both existing and new shoppers to engage in the celebrations and purchase the keepsake packs, whilst also allowing retailers to capitalise on the additional sales our limited editions will bring to the laundry category."

Alongside an out-of-home advertising campaign, Comfort Pure will have a Facebook presence where parents can be guided into raising their child "like a royal."

Comfort is a market leader, accounting for 40.7 percent of fabric conditioners whilst Persil is Britain's top laundry brand.

Unilever is not the only marketer capitalizing on the baby's birth. Pampers is creating the biggest baby blanket in the world knitted together with consumers' messages of happiness and love for the royal baby. Not only a sweet gesture but for every shared wish, Pampers will donate a nappy to the family support charity Home-Start UK.

And it is not just limited to baby brands. Marks and Spencers have released a Royal Etiquette Guide, featuring young babies advising the heir how to behave royally.

BT ran a special message at the top of its London telecom tower. Jelly Babies have been ready to release their limited edition "Royal" packs for weeks. Warburtons ran with the "bun in the oven" slogan to enhance their campaigns. Champagne brand G.H Mumm congratulated the couple from one "Mumm" to another.

Estimates from the Centre of Retail Research suggest that the royal child's birth will inject £240 million into Britain's economy.

And with Will and Kate's Royal Wedding boosting retail sales in America back in 2011, it is likely that the baby's birth too will have an international impact.

Copyright Unilever

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