Aldi JUST parked a 12ft Cuthbert caterpillar outside M&S Brighton 💀

Aldi JUST parked a 12ft Cuthbert caterpillar outside M&S Brighton 💀

I'M SO HERE FOR IT!!

Remember when M&S sued Aldi over their caterpillar cake?

spent actual MONEY on lawyers filed HIGH COURT documents protecting their precious Colin IP

meanwhile Aldi: • turned the lawsuit into memes • made Cuthbert a folk hero • raised £££ for charity with limited editions • got FREE press worth millions

fast forward to yesterday...

Aldi rolls up with a GIANT green Cuthbert covered in fairy lights wearing a Santa hat and parks him RIGHT outside M&S 💀

this is what happens when you understand social currency > legal threats

M&S thought they were protecting their brand Aldi turned them into the villain

the official settlement they reached?

'confidential'

but we all know who won the war

lessons for every brand reading this:

• if you're taking yourself too seriously, you've already lost • community > copyright every time • the internet loves an underdog (especially a cheeky one)

btw Colin launched in 1990 Cuthbert showed up in 2019 yet somehow Cuthbert's the one getting 12ft sculptures?

that's the power of personality 🤪

ps - if you're in Eastbourne next week, Cuthbert's at the Pacific Drive Aldi until Dec 22. get your selfies before the lawyers arrive 💅