Does brand management stop at the POS?
What ALDI has perfectly staged in Europe for years is the brand in retail. POS, ads, inserts, etc. are coherent, complement each other, interlock. This has made the company strong and the brand resilient. But now the step into – for ALDI – new media: TV and cinema. Two
Here is the new cinema spot.
ALDI's step into TV is a novelty in Germany
The campaign launches this coming weekend: On
Gedreht haben den entsprechenden Werbeclip die Newcomer-Regisseure Daniel Titz und Dorian Lebherz, die schon mit dem bei YouTube millionenfach geklickten Spot „Dear Brother“ für den Whiskeyhersteller Johnnie Walker einen Überraschungshit gelandet haben. Die TV-Präsenz ist aber nur ein Teil der Kampagne „Einfach ist mehr“. Darüber hinaus wird es auch Radio-Spots geben, großflächige Plakate und Zeitungsanzeigen sowie eine Kinowerbung, in der Göttervater Zeus in 84 Sekunden erkennt, dass der wahre Luxus nicht auf dem Olymp liegt, sondern im Einkauf bei Aldi. „Dahinter steckt jeweils ein Augenzwinkern“, betont Jeannette Thull, die Geschäftsführerin im Zentraleinkauf von Aldi Süd.
ALDI wants to specifically strengthen customer loyalty
Products are neither visible in the TV spot nor in the cinema ad. And that's intentional. According to ALDI, it's not about praising prices or quality of their range or even the
StupidTV Spot
Where is ALDI in the ALDI spot?
So in the 47-second TV spot, not a single ALDI product and not a single ALDI store is actually visible. Instead, children playing in puddles, romping through the apartment are shown
…and the current TV spot
What's particularly alienating is the know-it-all chatter of the children, which clearly comes from the pen of copywriters and was dragged through dozens of correction loops.
Here's the full textual fireworks of the 47-seconder:
„Adults always want to be the bosses because they think they're pretty smart. But when you ask: Why do we have to hurry? Why don't you have time to play? Then they answer
And the brand?
What overall strikes me as very strange is the impression that in ALDI's brand management – perhaps also due to the North-South combination – no clear line is discernible. Quite the contrary.
Kai Wulff
(additional sources: stern.de, welt.de)