On this royal occasion of the Queen’s birthday and the long weekend we have been gifted, at Energi we felt it’s the perfect time to take a quick strategic look at influencer marketing at its historic best – Royal Warrants.
To cover the technical details, this seal of endorsement has been awarded for the last 140 years to businesses that have been doing business with the Royal Household for at least 5 years. The Royal Warrant is recognized as a demonstration of excellence and fine quality. There are currently 816 holders of the Royal Warrant across a range of products and services, right from broom and saddle makers, everyday supermarket items, to luxury hotels who are allowed to proudly showcase the stamp of approval on their products. Some well-known brands that the Royals share with us commoners include cereal brand Kellogg’s, Weetabix, drinks firm Bacardi, baked beans from Heinz, chocolatiers Cadbury and electronics company Samsung to name a few. Now, does the presence of a royal seal on your ketchup bottle elevate your experience as a consumer?
In the past, when Royal Warrants were granted, the market place was not strictly legislated, and they were marks of quality that people could look up to and trust. The Monarchy hence played a large influence on the shopping habits of the public. On a certain level, it could be said that the Royal Warrants were an early form of influencer marketing; changing tastes and preferences of the nation through the credibility of the Royal family.
There are several reasons to why a business has had its Royal Warrant revoked: from a change in habits (Benson & Hedges); bad publicity (Hoover); cheating consumers (Volkswagen); to even spilling secrets about the queen’s lingerie habits (Rigby & Peller).
The Royal Warrant does seem to be in a state of flux. On one hand, despite a Royal Warrant being relevant in some more traditional categories (e.g. Purdey shotguns), there are other, stronger sources of influence for most products in this new global economy. We now live in a less deferential society where the Monarchy does not enjoy the same cultural or political support and prestige as in previous generations. A society where shopper marketing campaigns are more likely to opt-for the easily accessible insta-famous versus protocol driven royal bloodlines.
However, we are now seeing the rise of a new generation of Royals. William, Kate, Harry and now Meghan are cutting a sharper, more fashionable line, and we are now witnessing a resurgence of Royal influence.
Meghan Markle wearing a Smythe coat on Instagram would ensure that it is sells out in stores. Google ‘Kate Middleton’s dress’ and the search results tell a similar story, retail sales and consumer engagement driven through the roof. The Royals are becoming stronger brands in their own right. Maybe the value of this resurgence will translate to their own Royal Warrants?
The old family business of granting Royal Warrants – literally, or simply by being seen to support a brand – may have a rosy future, with the launch of the next generation.
The old vs the new: The royal warrant for Tabasco vs Meghan spotted in a Smythe coat