There is a new royal baby in town, courtesy of the Duchess and Duke of Cambridge.
Born on Monday afternoon was a third royal child, a yet unnamed boy at St Mary's Hospital, London, who follows George and Charlotte in the line of succession.
Spiraling around the expected media frenzy was a topical event that brands could 'organically' inject themselves into. There are markedly fewer than Royal Baby mark one and mark two received - it is worth noting that sequels are always more difficult.
Furthermore, brands may have cooled off on hitching a bandwagon to Twitter's trends in recent years.
Below are some of the more effective tweets on the subject.
BT
It's a boy! The BT Tower in London has been lit up to celebrate the birth of the Duke and Duchess of Cambridge's third child. #royalbabypic.twitter.com/5IdtRabFKp
— BT (@bt_uk) April 23, 2018
E4
We've stuck a tenner on the #royalbaby being called Sheldon. pic.twitter.com/VYqVLGvuQA— E4 (@E4Tweets) April 23, 2018
American Dad
Oh baby, it looks like the royal family is royally screwed. #royalbabypic.twitter.com/C8eH5MRmiC
— American Dad (@AmericanDadTBS) April 23, 2018
John Lewis
Congratulations to HRH The Duke and Duchess of Cambridge on the birth of their new baby boy #RoyalBabypic.twitter.com/PkJz5e53s6— John Lewis (@johnlewisretail) April 23, 2018
Innocent
Some #RoyalBaby names that work well with George:
Michael
Lucas
Harrison
Of The Jungle
By Asda— innocent drinks (@innocent) April 23, 2018
British Airways
We would like to congratulate the Duke and Duchess of Cambridge on the arrival of their son! #Royalbabypic.twitter.com/tqjbLhCauK— British Airways (@British_Airways) April 23, 2018
Paddington
Aunt Lucy says that a new arrival into any family always causes excitement and challenges. #RoyalBabypic.twitter.com/OAR65sbmwG
— Paddington (@paddingtonbear) April 23, 2018
Crystal Palace
Great name! https://t.co/lc4LhNkCvd— Crystal Palace F.C. (@CPFC) April 23, 2018
A pity that JD Wetherspoon is no longer present on social media to capitalise on this prime time trend.