Fairy Liquid bottles are to be redesigned to commemorate the Royal wedding between Prince William and Kate Middleton.

Procter & Gamble has been granted the Royal seal of approval to produce the commemorative bottle of the household product; the company is already a royal warrant holder. Fairy Liquid currently uses a Royal warrant from HM The Queen and is therefore allowed to use the Queen’s coat of arms on Fairy Liquid.

According to marketing news sources, P&Q has already instructed for one of its agencies to carry out the design work for the new bottles.

However a spokeswoman from Lord Chamberlain’s Office – which is the office responsible for providing guidelines on the use of the Royal Arms – confirmed to Marketing Week that the brand had approached them “out of courtesy” to seek approval of the product, which was given.

Lord Chamberlain’s Office confirmed that guidelines had temporarily been relaxed for the Royal wedding, although only holders of the Royal Warrant are able to use the Queen’s Coat of Arms on non-permanent products, such as Fairy’s washing-up liquid.

This is not the first time the brand has redesigned its bottle to coincide with big dates. When celebrating its 50th anniversary in 2010, P&G reintroduced a limited edition of its iconic white bottle.

At present, Lord Chamberlain’s Office is receiving more than 15 requests a day for Royal wedding commemorative branding, Pitch reported.

Related posts:

1. Acceptable souvenirs set out for Royal Wedding, discounting tea towels
2. Tourism and retail sectors to benefit from royal wedding
3. Tesco goes green with plastic bottles
4. British favourites lose their coat of arms
5. London Skyscraper to create brand identity