Listen carefully

Lidl have launched a new TV ad with a blind taste test comparing their non-branded products against their branded competitors. On first watching the average consumer will likely think “ who needs brands, Lidl’s products taste just as good, if not better”. Listen again though, there are some important words like ‘some’ and ‘others’ in there which makes the meaning rather less than convincing. Knowing how Clearcast approach these things someone in the industry would be able to spot how the language has been carefully used to avoid over claiming about this comparison between branded and non-branded products. Would your average consumer though?

UPDATE 19.07.15 – As you can see the video from Lidl has now been made private. Make of that what you will.