UK gin brand schools Americans on being 'truly proper' ahead of royal wedding

Dive Brief:

Boodles Proper British Gin launched a brand platform, "The New Proper," to celebrate the upcoming royal wedding of Prince Harry and Meghan Markle, a news release announced.
For the campaign, Boodles is releasing a series of how-to videos titled "The Boodles Guide to The New Proper." They feature the etiquette expert Myka Meier and sartorialist Mobolaji Dawodu offering tips targeted at Americans on wedding do's and don'ts, dining, men's style, cocktail etiquette and more.
Boodles Gin is also sharing reimagined classic British cocktails, including a new take on a Gin Fizz and Bramble, ahead of the royal wedding. The campaign aims to challenge British traditions and bring the brand's "stodgy ways" into the 21st century.

Dive Insight:

Boodles is riding the surge of interest in the royal wedding to attract more consumers in the U.S., many of whom are prepping viewing parties for the event and looking for U.K.-related style and cocktail inspirations. Gin is a frequently cited favorite spirit of the U.K., meaning it will likely be on a lot of shopping lists this weekend. How-to videos that offer fashion, food and party tips are also popular on platforms like YouTube, which Boodles is trying to tap into with its series featuring Meier and Dawodu. While the campaign is largely targeting U.S. consumers, it also appears to be an attempt at a brand refresh for Boodles, which has roots in a London gentlemen's club of the same name.

Royal weddings have historically proved popular with U.S. viewers, but Markle brings a particular interest as the first American-born royal bride since 1956, when Grace Kelly married into Monaco's royal family. TV viewership of the event on May 19 is predicted to be higher than the 23 million who tuned into the 2011 wedding of Prince William and Kate Middleton, according to The Guardian. This weekend's royal wedding is also expected generate millions in ad revenue for networks.

Many of the announced royal wedding-themed campaigns so far have also taken a DIY approach to party planning, such as Chili's line of burger and fajita fascinator hats and cufflinks. Since the broadcast will be in the U.K., several brands are also playing into the event's early-morning U.S. airtime. Dunkin' Donuts is releasing a heart-shaped Royal Love Donut to celebrate the nuptials, and Kellogg's is hosting a viewing party at its NYC cereal café with cereal-box fascinators and a lineup of themed recipes curated by a formal royal chef.