Do we like the new Christmas advert from Aldi…? Ruth Mortimer, Marketing Week’s associate editor certainly does. Ruth emphasizes the simple, yet effective strategy that Aldi have employed for their new advert with the concept of liking stuff. –One section of the advert consists of children claiming that they like either the Lindt chocolate reindeer or Aldi chocolate reindeer – what they don’t like is socks. So how is the advert constructed…?
This very light hearted collection of likes and dislikes draws from consumers of all ages from children, to senior citizens, and from teenagers to Santa! – As Ruth proposes in her feature, this demonstrates the fact that Aldi are cheap, yet affordable, making the store a sensible choice for your Christmas shopping, and really highlighting the brand values. This advert also demonstrates a close connection with social media, recognizing that many of us spend our online lives ‘liking’ stuff on different websites as a way of communicating to friends and professionals alike, through a range of social media channels. Will this be enough to entice consumers from the likes of the M&S and John Lewis adverts…?
It seems John Lewis is not just liked but ‘loved’, a new Facebook page We love the John Lewis 2011 Christmas Advert. The TV advert demostrates the Christmas value ‘Its better to give than receive’, with a little boy waiting impatiently for Christmas day to arrive – not to open his own presents but to give a present to his parents.
As with the Aldi advert, the brand’s values are communicated well here. There is a high caliber of advertising so the heat is on for all food retailers, let’s hope Aldi continue to improve sales revenue in order to complete what has been a very good year for the brand.
Where are you getting your Christmas gifts from…?