With the royal nuptials days away, wedding fever is sweeping the nation. With experts claiming that the regal I do will bring more than £80 million to the country, it is no wonder businesses want to enjoy a slice of the cake.

Brands have been helping us countdown to the royal union, while capitalising on the big event, with commemorative products bursting from the aisles; from Marmite’s Harry and Meghan jars (a company which is no stranger to royal merriment, who remembers its limited-edition Diamond Jubilee Ma’amite?), to the more discreet Tyrells Ginger crisps.

Some supermarkets are even including the wedding as part of their promotions, Asda’s ‘Markle Sparkle’ means customers can enjoy the celebrations with some of its award-winning fizz at a fraction of the price.

British artisan brands are also joining the celebrations, Focus client, London-based luxury biscuit company Biscuiteers launched a new hand-iced collection in honour of the newlyweds to be. This follows the success of its 2011 royal wedding tin for the Duke and Duchess of Cambridge, which sold over 1,000 units and received global media and broadcast coverage.

Not limited to the UK, our friends across the pond are certainly remembering that one half of the happy couple is from their soil. US giant, Dunkin’ Donuts is spreading the love with its royal Love Donut, a heart-shaped donut filled with jelly, chocolate icing and a strawberry drizzle. Available for this week only, the company has even created a royal carriage (fully branded of course) and is opening restaurants from 5am on the big day, hoping to capitalise on their American princess’s fairytale.

The celebrations don’t stop there, once the royal bunting has been taken down, it will be just over three weeks until the World Cup. Another opportunity to provide fans with specially-designed products. From fashion brand, New Balance launching a Russian-inspired football and lifestyle collection to Currys PC World putting its own twist on traditional football commentating as customers search for their perfect TV in-store.

Jägermeister is also getting into the spirit of the summer with its six limited-edition bottles, emblazoned with eye-catching flags from the world’s most famous footballing nations: England, France, Brazil, Germany, Argentina and Spain. The launch aims to create a buzz across the on and off-trade and drive sales.

Although all big events are a great chance for brands to increase revenue, it seems royalty has the edge. The 2012 Jubilee celebrations proved more profitable than the Olympic Games that same year.

A royal birth is also lucrative, prior to Prince George’s arrival organic baby food company Plum, maximised Prince Charles and Camilla’s visit to Rhug Estate (Plum’s exclusive meat supplier). The couple were gifted a stylish branded crate of Plum pouches for their impending grandchild – and as a result Focus PR achieved international editorial coverage for Plum through Mail online, Hello TV, NBC News and BBC America to name a few.

Another annual event that has seen more and more businesses wanting a piece of the action is Pride. However, this is where brands need to step carefully and make sure what they do has depth, commitment and responsibility. Simply plastering products with the multi-coloured flag won’t cut it in our increasingly conscious society.

In 2016, Costa introduced the ‘Rainbow Flat White’ in key cities across the UK. Although designed to show support for the LGBTI+ community, it generated mixed feelings as to whether this was truly the case or just ‘for the ‘gram’. In this day and age, campaigns need to think beyond the basic rainbow, instead make it holistic and long-term.

With brands aware that storytelling is the way to engage today’s educated consumer, it is important that, when jumping on the bandwagon, it is projected in an authentic way.

It drives curiosity to think what the next decade of brands and lifetime event collaborations will bring.

For now, we will drink Harry and Meghan’s Windsor Knot Ale while indulging in the replica wedding cake from Iceland.

Written by Laura Frankland