Discount Retail Chain Lidl is bringing its own Christmas truck onto the streets in Great Britain, declaring war on Coca-Cola's cult truck.
Brilliant marketing strategy or just plain cheeky? The German discounter Lidl is launching a campaign in Great Britain with its own Christmas truck in the style of its own brand Freeway-Cola, and is thus directly competing against Coca-Cola's iconic counterpart.
The 15-ton, 20-meter-long truck will tour nine British cities from November 14th to December 1st. At each stop, a "pop-up wonderland" will be set up, in which the first 2,000 visitors will receive a gift. Every tenth gift contains a "Golden Ticket" worth £100, redeemable via the Lidl Plus app. You can also submit your Christmas wishes - Lidl will then fulfill some of them.
"Giving to the communities we serve is really important to us," said Joanna Gomer, Lidl UK's marketing director. "With our new Freeway truck, we're touring the country, handing out gift boxes, festive food and granting wishes to make dreams come true."
As a special highlight, Lidl is inviting visitors into an oversized gift box where a bell can be rung to reveal a surprise. There's also the chance to try special "Snowmallows" biscuits.
Expert calls campaign "sly and on-brand"
The truck, designed like a giant can of Lidl's own brand Freeway Cola, is being released at the same time as Coca-Cola's famous Christmas truck, which has been visiting cities around the world since 1995.
Richard Exon of creative agency Joint describes the Lidl campaign as "sly and on-brand - something worth talking about." Coca-Cola has not yet commented on the matter.
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