Hijack the Hype

A version of this article was originally published in issue #06 of my Flying Solo newsletter. Subscribe and read previous issues in the archive.

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If you've been in the UK lately, you'll know it's been near-impossible to escape the Oasis mania that's gripped the nation. If you haven't — don't worry — the boys are venturing overseas soon, so your turn's coming.

I was there the first time round. I remember buying Supersonic on CD single after watching them make their UK TV debut on The Word — Channel 4's legendary late-night 'yoof' culture show — back in '94 (31 years ago — madness).

Fast-forward to today, and the once warring siblings are everywhere (again) — even Adidas stores have been taken over by Oasis-branded merch. You'll be pleased (or perhaps relieved) to hear I didn't drop 40 of the King's pounds on a bucket hat — though a track jacket briefly tempted me. But given their somewhat figure-hugging cut, I decided to forgo the opportunity.

But anyway — the reason I'm banging on about this isn't (just) to reminisce. It's because Lidl — yes, Lidl, the discount supermarket chain more commonly associated with its own-brand dupes than Britpop couture — pulled off one of the smartest bits of opportunistic marketing I've seen in ages.

While Berghaus teamed up officially with Liam for a timely reissue, Lidl decided to hijack the hype and dropped their own version: the Lidl by Lidl jacket.

It's brilliant on so many levels — a nod to one of Oasis's songs, tongue-in-cheek, totally on-brand, and a great way to turn someone else's spotlight into attention for their brand. Even Rolling Stone covered it.

Say what you like about our kid, but he knows how to wear a parka. And clearly, so does Lidl's marketing team.

Have you ever "hijacked the hype"? If so, let me know, I'd love to hear.

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