These brands had to change their packaging after Elizabeth II's death

These brands had to change their packaging after Elizabeth II’s death

Posted On: September 19, 2022

Queen Elizabeth II has died after more than 70 years as king of England.
Bacardi-Martini, Burberry, Cartier, Corgi Hosiery, Nestlé and Twinings Tea, among others, have the hallmarks of the Royal Family.
Stewart Parvin and Anello & Davide are some of Queen Elizabeth II’s favorite brands.

The death of Queen Elizabeth II continues to be in the news, without a doubt, this month, and as a result of her death, various changes can be noted that extend beyond her reign in England. For some brands, the death of the world’s longest-serving king may force them to change packaging in England.

Maybe not very well known in this part of the world, in England there is”Order of Royal Appointment“, that This is the royal authorization as a provider of the British Royal House granted by the king.

The distinctive image on the royal coat of arms depicts an English lion, a Scottish unicorn and a four-quarter shield followed by the words “with the designation of Her Majesty the Queen”. Obviously, the new government will be “by appointment of His Majesty the King”. Also, Carlos III can change the coat of arms if he wants. Its meaning is purely symbolic and prestige, as the stamp certifies that the company that owns it performs a service for the Crown.

These brands may change their labels after the queen’s death

International brands like Heinz, Johnnie Walker, Coca Cola and Martini are some of those who may decide to redesign their labels, because they are creditors of Order of Royal Appointment.

Prior to the death of the queen, and the coronation as new king for Carlos III, all companies holding a Royal Warrant must request it again from the new king and show, in accordance with the regulations, that they have been “regularly and continuously supplying products or services to the Royal Family for no less than five of the last seven years”.

Image from the Royal Warrant Holders Association website.

In addition, they must meet certain requirements related to the environment and sustainability.

The company had to ask for it every year, however, the death of Elizabeth II meant that all brands that wanted it absolutely had to do it. In other words, as many as 100 food and beverage companies, as well as others in categories such as cleaners and health and beauty products, should ask Carlos III to provide them with Order of Royal Appointment.

The British public administration organized itself as quickly as possible so that the bureaucracy did not hinder the system, which is at high risk of being blocked given the high volume of requests to be received.

Of course, the regulations say that brands, regardless of whether they ask to be granted this honor or not, have the right to continue to use the shield for two years. Therefore, it is likely that many brands will decide to keep it in their packaging until they are awarded a new award, which is already in the name of the king and not the queen.

To date, these are some of the brands that have this distinction: Waitrose, Twinings, Selfridges, Bollinger, Fortnum & Mason, Bidfood, Heinz, Cadbury, Coca-Cola, Premier Food, Unilever, British Sugar, Britvic, Martini, Dubonnet, Johnnie Walker, Matthew Gloag & Son, Gordon and Pimm.

This is how the death of the queen on September 8 has caused a stir in England, because according to protocol, after her death, A large number of changes had to be made, which included not only the national anthem, but also stamps, banknotes, coins and brands.

In that sense, for some companies, royal endorsement is a powerful sales and advertising campaign.