Its been a good week for TV adverts, with IKEA’s launch of their bookbook and now Lidl’s farmers market experiment.
Here at Tick we do love an experiment, and testing new ideas and concepts is something that we to try do on a daily basis (Todays experiment was Facebook post boosting).
Lidl’s latest advert is focussed around highlighting their product quality through an experiment, and they achieve this through the de-branding of their produce. Whilst this is great, and very clever, it does question Lidl’s brand image. We know that Lidl’s brand is based on low-cost produce, yet by taking their brand image away from their brand, it suggests to me that people think of Lidl as a place where you can’t buy premium products. It suggests that the consumers associate Lidl’s brand image with poor quality.
They are evidently trying to change this, but does this advert really do that? Can Lidl change the way people think about their brand through this advert, or will it just highlight that certain people won’t shop at Lidl because of its brand associations.
What are your thoughts?
Were unsure about how consumers will take this advert, and whether it will generate new first time customers. But what we do know, is that it was a great experiment around brand image, and one that we will continue to monitor closely.
James
Tick Marketing 