Keen's Mustard




Here, Keens are using a very flattering and beautiful image of the young monarch to sell their mustard. Identification with a monarch would hold obvious advantages to a company of the era. But do you see how Keens extends this connection by trying to associate their longevity with that of the Royal family: It wasn't just established in 1742 but "in the reign of George II, AD 1742". What they are trying to say is that the monarchy is a stable, continuous part of British society and tradition and that, likewise, Keens mustard is also from a noble and long heritage. Companies would try to use these conservative aspirations to form some kind of brand loyalty and maintain their product as a dependable household favourite.


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