Golden Wonder's "third in line" stunt Territory: UK Agency: Bottle Verdict: 4/5 A prince's birth provides a rare opportunity for publicity. And since William arrived 31 years ago, the internet and social media have transformed the speed and sophistication with which advertisers can move. Ryanair, the no-frills airline, offered free flights to infants booked on July 23, the day after the royal birth, with the slogan "Ryan-heir." Coca-Cola used its current personalised bottles campaign to feature a toast between two bottles marked "Wills" and "Kate." But it was a small potato crisp brand that earned the crown for capturing the mood of the event. Golden Wonder, owned by Northern Irish foodmaker Tayto Group, sent its packet-shaped mascots to hand out a free bag of crisps to anyone queueing third in line - as Prince George is to the throne. In doing so, it married two British institutions: the royal family and the queue. Crisp bags were handed out at cash machines, shops and even lavatories (dubbed "the throne" in British slang). It was a relatively small stunt, with the same people featuring in some publicity shots because of a shortage of those willing to sign consent forms. But the campaign relied on being spread via Facebook and Twitter rather than its scale. This is a smart approach for a brand that dominated the market in the 1980s but lacks the marketing muscle of PepsiCo, which owns market leader Walkers.