Aldi moves into booze with lighthearted jab at overpriced beer and wine snobs
Aldi has fired the latest salvo in the supermarket wars as it ups the ante in the lower-priced alcohol market sector with the help of a cheeky creative campaign from BMF.
Having already put its mark on the sector with its less-than-straight-faced approach to flogging fast-moving consumer goods, Aldi is now marketing its cheap beer and wine in a similar voice.
The campaign also focuses on quality and value for money, highlighting awards some of its wines have won.
If I’m honest, now that my local Aldi stocks booze I haven’t set foot in Coles or Woolies for weeks! Not sure I’m comfortable yet turning up to dinner with one of their brands..but give it time..
After lining up in an Aldi queue for 93 minutes and then having to pack my own bags I usually do need a drink to calm the nerves. Terrific product placement. Drive your customers to drink and then supply the plonk for $6.95. These guys are brilliant.
I’ve seen this outdoor everywhere over summer. They have other executions for beer, cider and spirits too.
Outstandingly simple
I do really like Aldi ads. 1,000,000% more interesting than Woolies and Coles.
Did it really take 3 writers to pen 2 words?
@Nick Bartlett. I am not sure if booze is going to help you, if you queued up for 93mins? I dive into Aldi at least 3 times a week, to grab fresh food for dinner. The experience is excellent.
At the risk of sounding like a shill, the $5 bottle of red is excellent value. Though the beers generally taste on the more artificial side of XXXX Gold… does the job but no character whatsoever.
Dead set I am on my fifth Friday night bottle of Sauvignon Plonk and it tastes just like a bottle of Grange. HAPPY NEW YEAR!!!!