The Brits are mad for it, but are Aussie marketers ready for Oasis fever?
The Oasis tour is set to inject more than A$2.1 billion into the UK economy, and as more brands dive on board, the message for Australian marketers is clear: You should be ‘mad for it’, writes marketing consultant Kieran O’Donnell.
“The guns have fallen silent. The stars have aligned. The great wait is over.” That was the announcement confirming the Gallagher brothers, Liam and Noel, were reuniting – but its marketers, not just fans, who should be paying attention to the Oasis25 reunion tour.
It’s fair to say that when tambourine sales surge a whopping 155% in just three months, something big is happening.
It’s not the tambourines either, or the bucket hats, which also leapt 79% year-on-year, according to Klarna data. It’s not even the inexplicable parka boom, with sales up 52% in a month, despite the European heat wave.
It’s the moment and the opportunity that is important, especially for marketers and brands seeking an opportunity to connect with a multi-generational audience that is chasing nostalgia.
Oasis fever is catching
While much has been said and written about Swiftonomics and the impact of Taylor Swift’s Eras tour on economies around the world, the Oasis tour is already proving the power of arguably the last great Rock n Roll stars.
While Taylor Swift fans injected £997 million into the UK economy during the Eras tour, Oasis fans are forecast to outspend this, with estimates fans will spend around £1.06 billion on the tour, including tickets, travel, and merchandise, according to Barclays.
So, it’s no surprise that brands are mad for it. The Adidas Originals x Oasis collaboration is a match made in heaven for the brand, the band and fans. This deal has unleashed a new collection of branded bucket hats, zip up jackets and three-stripe t-shirts and it’s sold out in record time.
Adidas Originals x Oasis
It’s not the brand’s first rodeo, Adidas has collaborated with Liam and Noel Gallagher many times in the past, however, when you combine this with current wave of 90s fashion revival trends, plus the success of its Samba and Gazelle shoe ranges, which helped the brand post double-digit growth globally in 2024.
However, it’s the more surprising partnerships, such as the band’s deals with Burberry and Range Rover that are the most interesting for marketers. Considering the Mancunian brothers are better known for troublemaking than for luxury and prestige, many would be surprised to see Liam Gallagher, and his family, fronting campaigns for the iconic British brands.
But, these partnerships, along with others such as Stone Island, Finley and Berghaus, are a sign of the older, and more affluent, audiences attached to the band. In the UK, around 50% of ticket holders have seen the band perform before, which is telling when you consider Oasis’ last gig was in 2009.
It’s not just Gen X and Millennials who are chasing the 90s nostalgia, there’s also a wave of Gen Z audiences clamoring on board to belt out the anthems that were written well before they were born. For these fans, it’s not just the fashion and cultural moment – they are looking for a piece of this iconic cultural moment in much the same way as they seek our authentic travel experiences.
This is the unifying factor for all audiences, they are buying a slice of a major cultural moment. Sure, the fans are there for the music, but global audiences have seen the impact of the Eras tour and even the Barbie movie, all of which was as much about the moment, the social media clout and the connection of a global shared experience, as it was about the music, or the movie.
Lidl by Lidl
European supermarket brand Lidl has delivered a brilliant example of how brands can get a piece of the action in the most unexpected and surprising ways.
The supermarket has launched a limited-edition dupe of a jacket designed by British outdoor clothing brand Berghaus, which was modelled by Liam Gallagher. The low-cost knock-off has captured global headlines for its superbly executed tagline, ‘Lidl by Lidl’, a play on the band’s 2002 hit Little By Little.
Australia might be half a world away but with only a few months before this juggernaut arrives, marketers should be taking notes and exploring how they can tap into this moment with relevance and authenticity to engage audiences.
Well-executed activations and collaborations have the potential to transform brands in consumers’ eyes, as well as providing a positive impact on sales.
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