Lidl / UK / 2025PR Stunts · Design & Packaging · OOH
Lidl by Lidl.
Ahead of the Oasis reunion shows, Lidl launched its own fashion label, Lidl by Lidl, with one product: a gig parka with beer-cooling pockets and a tambourine.
- Brand
- Lidl
- Agency
- The Romans
- Market
- UK
- Region
- Global
- Year
- 2025
The challenge
Lidl wanted to own a piece of the Oasis reunion through earned and social media without having any official rights.
The idea
Building on two years of unofficial banter with the Gallagher brothers, The Romans skipped the obvious pun and created a fashion brand. The parka, in beer-proof and waterproof polyester, had cooling pockets, a bottle-opener zip pull and a Lidl sleeve badge. It was revealed on a mural on the same spot as Liam's Stone Island mural outside the Etihad, and all proceeds went to charity.
Results
- According to The Drum Awards entry, the jacket sold out in two minutes and 195,000 fans tried to buy one.
- The entry reports coverage in 279 publications with 1.1 billion reach, and more share of voice than Lidl's four main competitors combined (NewsWhip data).
Case study source: The Drum Awards Source ↗
Awards
- The Drum Awards for Advertising 2025 Gold (Guerrilla Marketing/Stunts)
- The Drum Awards for Advertising 2025 Gold (Use of Location)
- The Drum Awards for Advertising 2025 Silver (Hand-Painted Murals)
- The Drum Awards for Social Media 2025 Gold (Real-Time Response or Activation)
- The Drum Awards for PR 2025 Gold (Retail and Consumer Products)
- The Drum Awards for Marketing EMEA 2026 Gold (Disruption)
- The Drum Awards for Marketing EMEA 2026 Gold (PR)
- The Drum Awards for Marketing EMEA 2026 Gold (Retail and Consumer Products)
Credits
- Creative agency and PR
- The Romans
