Aldi commissioned research found that 67% of Brits believe cheaper perfumes and aftershaves smell better than luxury originals, and 57% say they’ve received more compliments wearing affordable fragrances than designer scents. And 32% say they have bought a fragrance after seeing an advert before even smelling it in person. 

These results gave ALDI and Taylor Herring the impetus for an unforgettably humorous campaign. The hero commercial parodies the OTT conventions of luxury fragrance advertising – with a delightful twist. It’s all in Dave’s head. And Dave is an Aldi worker sitting in a shopping cart enjoying a new fragrance on a self-designed break in the stockroom.

The campaign coincides with Aldi’s three new additions to its cheaper priced Lacura fragrance collection for men.

On Aldi’s campaign blog, Julie Ashfield, chief commercial officer, Aldi UK, stated, “It’s official, we’re a nation of fragrance fans. Our research shows shoppers are becoming savvier and are increasingly turning to affordable options that still deliver on quality and scent. That’s why we’re excited to launch our latest range of fragrances, offering customers luxury without the premium price tag.”