Looking back on Oasis’ ‘newsjacking’

The nation’s favourite uni-browed rockers have reformed, but how do they fare in an era that’s less ‘cigarettes and alcohol’ and more ‘selfies and plushies’? SHOOK’s co-founder and behaviour designer Gemma Moroney rolls with it.

I write this hoping it might become a weekly ‘Top of the Pops’-style segment until August, when we can then hand the baton to our international colleagues doing the same in Ireland, the US, Canada, Mexico, Australia and Brazil. (Actually, Ireland has already got going brilliantly but more on that later.). 

Let’s see if it has quite that amount of mileage.

So, I’m happy to introduce the only column in the world (definitely maybe) dedicated to Oasis-related newsjacking slash cultural marketing.

In the interests of creative integrity, I’ve also roped in my teenage daughter as ‘Joanne Public’ (not her real name) to help rank the ideas according to real-world reactions.

In at 6… The Afflecks’ mural wall

Manchester’s famous mural wall, The Afflecks, joined up with Manchester’s only Oasis-themed bar to unveil a new mosaic alongside other legendary faces like Emmeline Pankhurst and Ian Brown. Clint Boon did the ribbon cutting honours.

In at 5... Checkatrade

I have to applaud Checkatrade for flexing a topical link to the absolute max. Apparently, Liam and Noel used to literally ‘roll with it’, in careers as plasterers/decorators before they swapped cutting-in for chords.

Checkatrade’s story showed they could be in the top 25% of earners had they stuck to real trades rather than Rough Trade (ok, Creation, whatever, but the joke didn’t work otherwise, ok).

In at 3… Bohemian FC

Now for my personal favourite, but mainly because it also includes an unnecessary but much appreciated cameo by Paul Weller: the collaboration shirt by Bohemian FC.

The Dublin-based fan-owned football club has a track record of interesting shirts and recently completed one with the other Irish band of the moment, Fontaines DC. 

This is no quick and dirty idea, however. It has a product. It has a beautiful video. It has a soundtrack.

In at 2… Aldi

Who cares that it’s obvious, Aldi has introduced the most apt product of the season: Champagne Supernova.

They seem to have launched this three weeks ago, but as it got another burst of coverage in the last 12 hours, it makes it in.

It’s your classic ‘funny product name’ (see also/ Lidl’s Midge Ure Cheddar for my previous pop culture Zenith, the return of Gavin and Stacey). The only notes I have on this are that they could have, for example, made the bottle proportionate to the song being 129% longer than the average pop song, ie approx a magnum.

Strut down to the nearest Aldi in Heaton Park to pop one in your parka pocket (NB: please pay first and get the nice man or lady to take the security tag off).

But boy, have they been busy at Bury New Road Aldi, because...

In at number 1 it’s… ‘Aldeh’

“Aldi… but make it Manc” seemed to be the brief here. Changing the signage of the very same shop to celebrate the accent was a masterstroke. God bless the store manager for playing ‘PR ball’ because they’ve been putting a shift in.

As far as I can tell, this is the one that got the most conversation of this week’s selection. And it’s the one my daughter knew the most about without prompting. Plus, it feels like the kind of idea that AI wouldn’t think of because it relies on a bit of niche knowledge.

That rounds up the Oasis idea hit parade for this week (probably ‘forever’).

I’d just like to make an honourable mention of two ideas that felt like publicity stunts but weren’t: “Noel goes by train to Cardiff” (felt like a new take on ‘Sam Ryder goes by train to Glastonbury’). And “residents ask for dress code for concert goers.” (Don’t they know it’s already illegal not to wear Gazelles?).

On that note, goodbye, I’m going home.

Lead image/Aldeh image: Courtesy of Taylor Herring/Aldi