Lidl wants to make its sports brand Crivit “the strongest exercise brand in Europe”. The discounter is giving its private label sports brand its own identity and wants to put it in the spotlight with a large-scale campaign.
Own identity
In its new, striking orange branding, Crivit presents itself as independent brand, with Lidl not as a parent but as a distribution channel. The discounter is even disappearing from Crivit’s central communication, much like what the German chain previously did successfully with its DIY brand Parkside.
