Lidl is a champion of the dupe: Oreo's cool cousin Neo. Weetabix's little sister Bixie. Hunky Dory's odd uncle, Howdy Doody.
So when a Timothee Chalamet lookalike competition went viral, Lidl knew they had an opportunity to do what no other brand could, and deliver their best lookalike yet.
Enter Middle Aisle Mescal.
Several posters, an anonymous TikTok account, and a contest held in Smithfield Square lead to features on RTÉ, BBC, The Guardian, Forbes, Variety, The Hollywood Reporter, Virgin Media News, Sky News, MSN, Metro, The Wall Street Journal, NME, CBS, Vogue, The Irish Times, Rolling Stone, Adworld, The Washington Post, and NBC.
Oh, and the Kelly Clarkson Show.
