Brands Rush To Pay Tribute

Shortly after Thursday's announcement of the UK Queen's passing, brands frenziedly tweeted and posted their condolences and prayers – and admittedly, some were way off the mark! 

They say the devil works hard, but these brands worked even harder to make sure they were included in what can only be described as the most capitalist form of fomo. 

Cash Converters, a chain of UK pawn shops, declared the grief of “everyone associated” with their service and announcing a posting hiatus. 

Global exercise brand CrossFit was mocked for posting a “Queen Elizabeth II” routine that included a "1 min rest in silence" between rounds of “muscle ups” and “ring dips”. 

Ann Summers, a British retailer that sells lingerie and sex toys put out a tribute to the late Queen and which was immediately followed by adverts for lingerie, sex toys, and other erotica. 

The West End cast of the musical Hamilton used a brushed-gold square that looked like a wedding invitation to tweet their condolences and at the same time, overlooked the fact the show is set during the American Revolution when colonists broke away from the UK.

Likewise, a tribute from “Les Misérables”, an “anti-monarchy” musical. Their tweet was later deleted.

Heinz opted for a blacked-out post with a simple message of respect. Some, however, took issue with the company's choice of font, with one user calling it "so unserious".  

One British comic tweeted about the post adding: "It's so weird for companies to weigh in on the Queen dying. Nobody is waking up tomorrow and being like why didn't Heinz say anything????????"

And then, there's the McDonald’s condolence message which referred ominously to their “system” of employees as if they were a uniform hive – a sentiment that seems out of sync with the reality of the McDonald’s workforce in the UK, which is largely made up of immigrants from countries historically impoverished by the British Empire and working for a pittance in the middle of a staggering cost-of-living crisis.

Domino's Pizza UK issued this tweet – but the Irish didn’t want to have anything to do with it! 

German toy producer Playmobil's tribute was a black and white image of a toy meant to be Queen Elizabeth II.

Funko Pop used a Pop figure of the Queen and a corgi to pass along their respects in a tweet that’s since been deleted. 

And IGN UK Deals even ran a promo on Queen Elizabeth II Action Figures – and interested buyers are to use the code RIP.

UK energy company Ecotricity's controversial post came from their founder, Dale Vince who tweeted an altered image of the late Queen in a lime green jacket that had been replaced with a soccer shirt adorned with the company's logo in bold letters. The caption read: "Thanks, Liz". 

The unusual tribute did not go down well, with one user commenting: "no I'm sorry this is so disrespectful. how DARE you photoshop the queen to advertise ur club. DISGRACE". 

You may ask if this is clever marketing or grim opportunism. I daresay it's both. 

Besides, marketing is, and always has been, divisive in its execution. It is purely done for self-advancement – and it is the perfect encapsulation of the capitalist machine. 

I have no doubt we can all agree this is simply, marketing that is unabashedly brazen!