Gottesleben Werbeagentur GWA: Lidl

LIDL – Germany's second largest discount retailer

Lidl is the second largest discount retailer chain in Germany and is one of the really big trade players worldwide.

Besides its positioning as a “brand discount store” Lidl develops – also for reasons of differentiation to competition – own brand concepts. Thereby the adoption of classical brand design elements are visible. The topic “trading up” is getting a more prominent role, because being “cheap” alone is not sufficient enough anymore for discount customer. GOTTESLEBEN develops for Lidl both private label packaging within the pet food section and new private label names including the logo development.

Packaging

Packaging Opticat, Opticat Cat Milk, Optidog Pur, …

Examples for packaging designs from the agency from the area of pet food.

The packagings are used in up to 18 countries. The work of the agency happened in direct coordination with Lidl as well as with the respective pet food producers.

Advertising Analysis

GOTTESLEBEN is increasingly instructed by large companies, virtually as a “neutral body”, to judge their current advertising materials and to show ways to optimise them. For Lidl our agency analysed the medium handouts within the non-food section, which represents the most important advertising medium.