If you think PR stunts are a modern invention, you're mistaken. During the very first Orange celebration in 1885, children were given an orange after singing. A small gesture but with a clever twist: 'orange' as a symbol of the royal family. It worked. Generations later, people still remember that tradition.
Fast forward to now. At first glance, King's Day might not be the PR moment of the year, but it remains a day when brands can surprise by standing out remarkably well.
King's Day as a PR Playground
King's Day has something few other days have: almost everyone shares the same mindset. The streets turn orange, people are outside, and there's a relaxed, festive atmosphere.
This makes it easier for brands to latch on, provided they do it right. On a day when no one is waiting for advertisements, only something that truly fits the moment will work. Or better yet: something that feels like it always belonged there.
Here's the challenge: it's not a day for major campaigns or complicated stories. Rather, simple, tangible ideas stick.
From Orange to Home Toilet
A good recent example comes from HEMA. Last year, the brand urged Dutch people to open their toilets to party-goers in desperate need on King's Day. Under the project name 'HEMA Home Toilet', a big problem was linked to a remarkably simple solution. That’s what made the action strong: everyone immediately understands what it's about.
What made the campaign extra smart is that there was more behind it than just a sympathetic idea. TEAM LEWIS also conducted research on the shortage of toilets during King's Day, especially for women. This gave the action more weight. It became not only a fun stunt but also a topic the media could engage with. That explains why the campaign was widely covered.
Cities also know how to cleverly frame King's Day. In Arnhem in 2016, a PR campaign revolved around positioning King's Day Arnhem as the largest free festival in the Netherlands. This was not done with one stunt but with a clear story, media attention, and public activations. Sometimes that’s enough: if the proposition is clear, a city suddenly lives differently in the media.
Sometimes King's Day even gets an international hook. In 2015, KLM and Heineken allowed some Americans to experience 'Kingsday' in Amsterdam. A compact action, but a beautiful way to showcase Dutch festive culture as a brand story.
Why It Continues to Work
Whether it’s an orange, a toilet, or an international experience, the power lies in the same elements. The idea is simple, recognizable, and directly connected to the moment.
Maybe that's why these actions stick. Not because they’re grandiose, but because they fit perfectly with how people experience King's Day. Not a complicated message, but something you see, use, or experience and then share. And this is precisely where PR touches culture. Sometimes one orange is enough.
