David Parkinson, head of social for Nissan in Europe, told AdWeek that the automaker's creative agency created the image when rumors of a second pregnancy started in July.
"As it happened, the rumor was never confirmed, so we kept the piece in our back pocket."
Nissan spotted the rumors along with the European marketing DigitasLBi France's BrandLive initiative, which keeps an eye on trends and rumors circulating on the net. They look for anything that may be useful for their clients, including Nissan. The proactive approach seems to have worked. Nissan's royal baby tweet referencing its newly redesigned X-Trail crossover has been shared hundreds of times since Monday.