Aldi’s unselling approach is the point, and loyalty is the bonus
In response to a piece which called out Aldi’s new anti-loyalty card ads for missing the point, Overdose’s Rob Cain argues the point is exactly that: loyalty.
Loyalty and truth, secrets and lies, and authenticity — all core and dynamic elements in marketing — are in the spotlight with Aldi’s recent ad taking aim at the integrity of loyalty programs.
Yet the feisty discussion around Aldi’s ad is missing the central message, mostly defending loyalty programs and questioning Aldi’s effectiveness.
It has missed what both brands and consumers should be taking from it, which is Aldi’s unselling approach and the deeper unselling message — that Aldi delivers what it promises, no more, no less.
