{"id":55063,"date":"2016-10-27T11:00:24","date_gmt":"2016-10-27T09:00:24","guid":{"rendered":"https:\/\/www.kaiwulff.de\/?p=55063"},"modified":"2018-01-04T14:55:46","modified_gmt":"2018-01-04T13:55:46","slug":"werbung-von-aldi","status":"publish","type":"post","link":"https:\/\/www.kaiwulff.de\/en\/werbung-von-aldi\/","title":{"rendered":"Die G\u00f6tter m\u00fcssen verr\u00fcckt sein: Spots von ALDI"},"content":{"rendered":"<div class=\"wpb-content-wrapper\"><div data-parent=\"true\" class=\"vc_row row-container\" id=\"row-unique-0\"><div class=\"row double-top-padding single-bottom-padding no-h-padding limit-width row-parent\"><div class=\"wpb_row row-inner\"><div class=\"wpb_column pos-top pos-center align_center column_parent col-lg-12 single-internal-gutter\"><div class=\"uncol style-light\"  ><div class=\"uncoltable\"><div class=\"uncell no-block-padding\" ><div class=\"uncont\" ><div class=\"uncode_text_column\" ><\/p>\n<h2 style=\"text-align: justify;\">Does brand management stop at the POS?<\/h2>\n<p style=\"text-align: justify;\">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 \u2013 for ALDI \u2013 new media: TV and cinema. Two<\/p>\n<p>\n<\/div><div class=\"uncode_text_column\" ><\/p>\n<h3 style=\"text-align: left;\">Here is the new cinema spot.<\/h3>\n<p>\n<\/div><div class=\"uncode-single-media  text-left\"><div class=\"single-wrapper\" style=\"max-width: 100%;\"><div class=\"tmb tmb-light  tmb-media-first tmb-media-last tmb-content-overlay tmb-no-bg\"><div class=\"t-inside\"><div class=\"t-entry-visual\"><div class=\"t-entry-visual-tc\"><div class=\"uncode-single-media-wrapper\"><div class=\"h3 youtube-video fluid-object\" style=\"padding-top: 56.31%\"><iframe title=\"Cinema ad ALDI 2016 the Gods\" width=\"840\" height=\"473\" src=\"https:\/\/www.youtube.com\/embed\/saQ2SzXON78?feature=oembed&amp;v=saQ2SzXON78\" frameborder=\"0\" allow=\"accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture; web-share\" referrerpolicy=\"strict-origin-when-cross-origin\" allowfullscreen><\/iframe><\/div><\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div><\/div><\/div><\/div><\/div><\/div><\/div><\/div><\/div><\/div><script id=\"script-row-unique-0\" data-row=\"script-row-unique-0\" type=\"text\/javascript\" class=\"vc_controls\">UNCODE.initRow(document.getElementById(\"row-unique-0\"));<\/script><\/div><\/div><\/div><div data-parent=\"true\" class=\"vc_row row-container\" id=\"row-unique-1\"><div class=\"row double-top-padding single-bottom-padding no-h-padding limit-width row-parent\"><div class=\"wpb_row row-inner\"><div class=\"wpb_column pos-top pos-center align_center column_parent col-lg-12 single-internal-gutter\"><div class=\"uncol style-light\"  ><div class=\"uncoltable\"><div class=\"uncell no-block-padding\" ><div class=\"uncont\" ><div class=\"uncode_text_column text-lead\" ><\/p>\n<h3 style=\"text-align: justify;\">ALDI's step into TV is a novelty in Germany<\/h3>\n<p style=\"text-align: justify;\">The campaign launches this coming weekend: On<\/p>\n<p style=\"text-align: justify;\">Gedreht haben den entsprechenden Werbeclip die Newcomer-Regisseure Daniel Titz und Dorian Lebherz, die schon mit dem bei YouTube millionenfach geklickten Spot \u201eDear Brother\u201c f\u00fcr den Whiskeyhersteller Johnnie Walker einen \u00dcberraschungshit gelandet haben. Die TV-Pr\u00e4senz ist aber nur ein Teil der Kampagne \u201eEinfach ist mehr\u201c. Dar\u00fcber hinaus wird es auch Radio-Spots geben, gro\u00dffl\u00e4chige Plakate und Zeitungsanzeigen sowie eine Kinowerbung, in der G\u00f6ttervater Zeus in 84 Sekunden erkennt, dass der wahre Luxus nicht auf dem Olymp liegt, sondern im Einkauf bei Aldi. \u201eDahinter steckt jeweils ein Augenzwinkern\u201c, betont Jeannette Thull, die Gesch\u00e4ftsf\u00fchrerin im Zentraleinkauf von Aldi S\u00fcd.<\/p>\n<h3 style=\"text-align: justify;\">ALDI wants to specifically strengthen customer loyalty<\/h3>\n<p style=\"text-align: justify;\">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<\/p>\n<p>\n<\/div><\/div><\/div><\/div><\/div><\/div><script id=\"script-row-unique-1\" data-row=\"script-row-unique-1\" type=\"text\/javascript\" class=\"vc_controls\">UNCODE.initRow(document.getElementById(\"row-unique-1\"));<\/script><\/div><\/div><\/div><div data-parent=\"true\" class=\"vc_row row-container\" id=\"row-unique-2\"><div class=\"row no-top-padding single-bottom-padding no-h-padding limit-width row-parent\"><div class=\"wpb_row row-inner\"><div class=\"wpb_column pos-top pos-center align_center column_parent col-lg-12 single-internal-gutter\"><div class=\"uncol style-light\"  ><div class=\"uncoltable\"><div class=\"uncell no-block-padding\" ><div class=\"uncont\" ><div class=\"vc_row row-internal row-container\"><div class=\"row row-child\"><div class=\"wpb_row row-inner\"><div class=\"wpb_column pos-middle pos-center align_center column_child col-lg-12 single-internal-gutter\"><div class=\"uncol style-light\" ><div class=\"uncoltable\"><div class=\"uncell double-block-padding\" ><div class=\"uncont\" style=\" max-width:75%;\" ><div class=\"vc_custom_heading_wrap\"><div class=\"heading-text el-text heading-bigtext zoom-in animate_when_almost_visible\" data-delay=\"400\"><h2 class=\"font-850707 bigtext fontheight-179065\" ><span>Stupid<br \/><\/span><span>TV Spot<\/span><\/h2><\/div><div class=\"clear\"><\/div><\/div><\/div><\/div><\/div><\/div><\/div><\/div><\/div><\/div><div class=\"uncode_text_column text-lead\" ><\/p>\n<h3 style=\"text-align: justify;\">Where is ALDI in the ALDI spot?<\/h3>\n<p style=\"text-align: justify;\">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<\/p>\n<p>\n<\/div><div class=\"uncode_text_column\" ><\/p>\n<h3 style=\"text-align: left;\">&#8230;and the current TV spot<\/h3>\n<p>\n<\/div><div class=\"uncode-single-media  text-left\"><div class=\"single-wrapper\" style=\"max-width: 100%;\"><div class=\"tmb tmb-light  tmb-media-first tmb-media-last tmb-content-overlay tmb-no-bg\"><div class=\"t-inside\"><div class=\"t-entry-visual\"><div class=\"t-entry-visual-tc\"><div class=\"uncode-single-media-wrapper\"><div class=\"h3 youtube-video fluid-object\" style=\"padding-top: 56.31%\"><iframe title=\"TV ad ALDI 2016 Children\" width=\"840\" height=\"473\" src=\"https:\/\/www.youtube.com\/embed\/PxrHl0BC_6w?feature=oembed&amp;v=PxrHl0BC_6w\" frameborder=\"0\" allow=\"accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture; web-share\" referrerpolicy=\"strict-origin-when-cross-origin\" allowfullscreen><\/iframe><\/div><\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div><\/div><\/div><\/div><\/div><div class=\"uncode_text_column text-lead\" ><\/p>\n<p style=\"text-align: justify;\">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.<\/p>\n<p style=\"text-align: justify;\"><strong>Here's the full textual fireworks of the 47-seconder:<\/strong><\/p>\n<p style=\"text-align: justify;\">&#8222;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<\/p>\n<h3 style=\"text-align: justify;\">And the brand?<\/h3>\n<p style=\"text-align: justify;\">What overall strikes me as very strange is the impression that in ALDI's brand management &#8211; perhaps also due to the North-South combination &#8211; no clear line is discernible. Quite the contrary.<\/p>\n<p style=\"text-align: justify;\">Kai Wulff<\/p>\n<p style=\"text-align: justify;\">(additional sources: stern.de, welt.de)<\/p>\n<p>\n<\/div><\/div><\/div><\/div><\/div><\/div><script id=\"script-row-unique-2\" data-row=\"script-row-unique-2\" type=\"text\/javascript\" class=\"vc_controls\">UNCODE.initRow(document.getElementById(\"row-unique-2\"));<\/script><\/div><\/div><\/div>\n<\/div>","protected":false},"excerpt":{"rendered":"<p>ALDI hat vor lauter Nord-S\u00fcd-Freundschaft und Begeisterung dar\u00fcber, wie sich Bilder bewegen k\u00f6nnen, ganz vergessen, was Markenf\u00fchrung bedeutet&#8230;<\/p>","protected":false},"author":1,"featured_media":55064,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[123,1,120],"tags":[139,140,130,132],"class_list":["post-55063","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-marken","category-allgemein","category-kampagnen","tag-kampagne","tag-tv","tag-werbung","tag-marke"],"_links":{"self":[{"href":"https:\/\/www.kaiwulff.de\/en\/wp-json\/wp\/v2\/posts\/55063","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.kaiwulff.de\/en\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.kaiwulff.de\/en\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.kaiwulff.de\/en\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/www.kaiwulff.de\/en\/wp-json\/wp\/v2\/comments?post=55063"}],"version-history":[{"count":12,"href":"https:\/\/www.kaiwulff.de\/en\/wp-json\/wp\/v2\/posts\/55063\/revisions"}],"predecessor-version":[{"id":55080,"href":"https:\/\/www.kaiwulff.de\/en\/wp-json\/wp\/v2\/posts\/55063\/revisions\/55080"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.kaiwulff.de\/en\/wp-json\/wp\/v2\/media\/55064"}],"wp:attachment":[{"href":"https:\/\/www.kaiwulff.de\/en\/wp-json\/wp\/v2\/media?parent=55063"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.kaiwulff.de\/en\/wp-json\/wp\/v2\/categories?post=55063"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.kaiwulff.de\/en\/wp-json\/wp\/v2\/tags?post=55063"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}