People are always eager to discover the perfumes worn by their favorite celebrities, and celebrity endorsements can catapult a brand to prominence—Lidl is promoting its range of perfumes with a fragrance campaign that plays with popular names like Adele, Shakira and Chris Pratt. Rather than actually featuring the celebrities people are apt to think of first, the fragrance campaign invites people to discover the scents worn by Lidl employees like warehouse desk clerk Adele Prattley, customer assistant Shakira Khan and store manager Chris Pratt.
This cheeky fragrance campaign referencing A-list names promotes Lidl’s Suddenly and G.Bellini perfumes, effectively turning its own talent into stars in their own right. "Who else would we call when we wanted to launch a high-profile campaign to promote our perfume than our very own Adele, Shakira, Chris and Robbie?" says Peter De Roos, Chief Customer Officer at Lidl GB.
Employee Fragrance Campaigns
Lidl's Fragrance Campaign Features Local Talent with Celebrity Names
Trend Themes
1. Celebrity Fragrance Endorsements - The popularity of celebrity endorsements can be leveraged by other brands to promote their fragrances.
2. Leveraging Employee Talents - Companies can use their own employees as brand ambassadors to increase brand visibility and engagement.
3. Cheeky Advertising Campaigns - Creating humorous and playful campaigns can attract attention and make a brand stand out.
Industry Implications
1. Perfume Industry - The perfume industry can explore the use of employee talent to promote and increase sales of their fragrances.
2. Retail Industry - Retail companies can adopt creative and playful advertising strategies similar to Lidl's fragrance campaign to attract customers.
3. Marketing Industry - Marketing agencies can help brands develop clever and cheeky advertising campaigns to differentiate them from competitors.