Lidl / المملكة المتحدة / 2025حملات العلاقات العامة · التصميم والتغليف · الإعلانات الخارجية

⁨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.⁩

العلامة التجارية: Lidl
الوكالة: The Romans
السوق: المملكة المتحدة
المنطقة: عالمي
السنة: 2025

التحدي

⁨Lidl wanted to own a piece of the Oasis reunion through earned and social media without having any official rights.⁩

الفكرة

⁨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.⁩

النتائج

⁨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).⁩

مصدر دراسة الحالة: The Drum Awards المصدر ↖