Artist

SKI AGGU

Agency

ACCENTURE

Purpose

How do you advertise Spekalutius, Dominosteine and other winter products when it’s still 25 degrees outside? ALDI introduces it’s winter product range every year around beginning of September, a time when usually people are still occupied with Gelato and Aperol in the sun. So how do you use this paradox and create something pop culturally relevant around it? In Germany, the early start to sales of Christmas products such as Spekulatius and Dominosteine during the summer is the subject of controversy. Critics find it “far too early” and “disgusting”, while others LOVE it.

Approach

Building on the cultural insight that each year Germans are caught off-guard by the fact they can start buying Christmas products in the supermarket around September, we quickly found a creative way to tackle this challenge: Creating a summer hit, shooting a music video set in a summer setting, but using the winter products as props and working with Germany’s most famous ambassador of the Ski-Goggles and pop cultural phenomenon of the hour: Ski Aggu.Aggu is known for his fusion of winter and summer elements, which made the campaign particularly authentic.Our strategy aimed to activate the community to convince ALDI Nord to produce Aggu’s new music video for the song ‘Gensehaut. This approach transformed the subsequent campaign into an authentic collaboration between Aggu, his fans and ALDI, making the campaign feel like an ideal fit rather than a contrived co-operation.

We briefed him on writing a song with our campaign insights in mind while giving him the artistic freedom to create something in his unique style, a song that resonates with Gen Z and has an actual impact in pop culture. The result: “Gensehaut” a typical Aggu summer banger, yet with products Dominosteine, Sekt and Spekulatius included in the verse and even mentioning the brand name ALDI in a cool and organic way!

Together with Aggu we came up with a social media narrative, teasing towards the collaboration between artist and brand. With a series of posts and comment interactions both brand and artist audiences eagerly awaited the release of the song + music video!