Taking it easy on a Spanish beach or a supermarkets captive audience?



Holiday - Nerja - Spain

Relaxing on a beach on the southern coast of Spain – you may think you were free from most marketing messages especially those of the large supermarkets. I mean what could they possibly do to impair my relaxation on the beach, in the sun, looking out to sea?

They could fly a plane along the coastline with a banner trailing behind it inviting all beach goers to visit Lidl. Lidl know that on a hot day the beaches will be packed with holiday makers so where better to communicate with them? They have a captive audience of beach goers that couldn’t get away from Lidl’s message even if they tried. This may do one of two things, remind the beach goer of something they need to pick up for this evenings dinner, or to stock up on sun cream at Lidl or infuriate the beach goer to such an extent that they will actively shun Lidl in the future as punishment for infringing on their otherwise peaceful day.

I think Lidl overstep the mark here, as consumers we expect their messages on bus shelters and other outdoor spaces however we don’t expect to see it flying above us as we relax on a beach. It feels more like an intrusion than a gentle reminder.