The wedding of the century is in the books. Taylor Swift and Travis Kelce got married last week at Madison Square Garden, in both the most secret and least-kept secret of ceremonies. Many knew it was happening, but few knew the details. That hasn’t kept brands from trying to jump on the cultural moment. Here’s a brief roundup of how some brands have tried to join the cultural conversation.
Panera
Quick-service restaurant chain Panera will celebrate the cultural moment with a promotional campaign cheekily dubbed “The Loaf Story.” On July 9, participating stores will give away 13 loaves of sourdough bread.
Like many of Swift’s songs and social media posts, the campaign is rife with hints and Easter eggs. “The Loaf Story” is an obvious nod to Swift’s hit song “Love Story,” and 13 has long been acknowledged as her favorite number. Finally, the sourdough connection alludes to Swift’s bread-baking hobby.
St. Germain
Per internet rumor, the signature cocktail for the wedding was “The English Teacher,” a mix of gin, St. Germain Elderflower Liqueur, lavender and lemon. The brand is looking to capitalize on the sudden notoriety by noting that other cocktails containing the liqueur have already been tied to Swift, and that a new cocktail, the Hugo Spritz, is gaining momentum as the cocktail of the summer.
The Knot
Wedding-planning company The Knot took advantage of the big day by rolling out digital billboard trucks around Madison Square Garden with messages wishing the couple well and encouraging others to make their own weddings the main event.
Barclays Center
Across the East River, New York City’s other NBA arena made sure people knew it was available for the next big wedding (or other event), posting a picture of the venue and the question, “Ready to tie the knot?” The caption encouraged followers to consider hosting their next private event at the Brooklyn arena.
Sephora
Cosmetics retailer Sephora played it largely low-key with a simple message, “but is she wearing red lip to the wedding?” on its Instagram account. The caption noted it was “just a question,” but those who knew, knew.
