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LONDON—European budget supermarket Aldi has a penchant for poking fun at big brands, along with taking (very close) inspiration from the packaging and product design of more expensive rivals.
In its latest tongue-in-cheek campaign, Aldi has created a limited-edition collection of Aldi hoodies, boxers, pajamas and socks.
The “capsule collection,” Aldi’s agency McCann said in a statement, taps into the “Aldimania” surrounding the brand, which is loved by legions of fans for its cheeky brand positioning and affordable pricing.
Marketing of the range, via a social media film and outdoor ads at London’s Leicester Square, gently mocks popular online fashion brands in signature Aldi style.
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