John Lewis, Innocent and Morrisons join royal baby no. 2 celebrations

The Duke and Duchess of Cambridge have announced they are expecting a second child and it hasn't taken brands long to shoehorn their way into the news.

Royal baby: brands capitalise on the news
Royal baby: brands capitalise on the news

Nissan managed to release an ad just seven minutes after the announcement, promoting the Nissan X-Trail seven seater. 

Other brands weren't far behind with messages of congratulation on Twitter, including John Lewis, WKD, Innocent and Morrisons. 

These on-the-fly responses are prime examples of the "social newsroom", a growing trend where brands ditch long-term planning for spontaneous reaction to the news. In this case, some managed to have more panache than others, with congratulatory messages ranging from the restrained to the positively lewd.

— Morrisons (@Morrisons) September 8, 2014

Some brands were decidedly unimaginative.

Others tried to imitate Nissan to produce ads or content at speed. That strategy backfired for WKD, which was roundly mocked for misspelling "Middleton" in its tweet.

— WKD (@WKDOfficial) September 8, 2014

Clothing and baby brands went for sheer opportunism.

Did you see any great (or awful) examples of brands jumping on the royal baby bandwagon? Let us know in the comments or tweet @MarketingUK. 

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