BMF says ‘Don’t knock it till you try it’ for Aldi liquor

29 January 2016

Advertiser: Aldi
Creative Agency: BMF
Media Agency: MAXUS (NSW)

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Alcohol snobs, this one’s for you.

Aldi has launched the first major campaign push for its liquor range with clever, tongue-in-cheek images referencing alcohol snobbery and the retail giant’s low prices.

The campaign is designed to bring awareness to Aldi’s low alcohol prices, including beer, cider, wine and spirits.

The spot focuses on the premise of not knocking something until you've tried it and includes script highlights including “Sauvignon Plonk”, “Pay peanuts, get Moscato”, “No no, it’s my round” and “Don’t pay through the nose.”

“ALDI liquor tastes great and it’s astonishingly cheap, so once you try it, it’s hard to justify going back to paying a premium," BMF creative director, Alex Derwin says.

"We needed to give people a nudge, get them to drop their preconceptions and give it a go. The idea is both simple and honest, so we can execute it, again and again, in whatever medium works the hardest,”

The campaign is also supported by PR, catalogue, radio, social and point of sale.

Credits:
Executive Creative Director: Cam Blackley 
Creative Director: Alex Derwin
Art Director: Dave Ladd, Dantie Van Der Merwe
Copywriter: Dave Ladd, Dave Fraser, Cat Williams
Planning Director: Ali Tilling
Client Services Director: Dan Lacaze
Senior Account Director: Peitra Withaar
Account Managers: Elaine McAteer, Harriet Cockhill
Catalogue Account Manager: Brooke Karam

Media: Maxus
PR: Creation
Digital build: Helium

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