Aldi has something to say about companies that “skimp” on their advent calendars.
The discount supermarket chain has made a name for itself with witty responses to viral pop-culture moments, and its latest clapback to Kim Kardashian’s SKIMS Advent calendar controversy is right on brand.
SKIMS was recently at the center of heated backlash after customers expressed outrage over the contents of its $148 Advent calendar, which included accessories such as scrunchies, bobby pins, a teddy-bear keychain, bra-strap headbands, and more.
Viral unboxing videos compared the product to the “Fyre Festival of Advent Calendars,” while many others said the items are exactly what they pull out from under their sofa while cleaning. The consensus was that the collection was not worth the steep price, despite the brand name.In response, SKIMS revealed it was issuing refunds or store credit and taking the feedback that the calendar did “not meet expectations” seriously.
Aldi wasn’t about to let the viral moment pass without joining the conversation, cleverly using the SKIMS controversy to draw attention to its own collection of Advent calendars.
Without actually naming SKIMS, the grocer wrote on Instagram, “We heard advent calendars were getting a lil skimpy this year. ? Couldn’t be us.”
featured a side-by-side comparison of the two brands’ offerings. Above the SKIMS items, Aldi wrote, “An Advent calendar that skimps,” while its own lineup appeared alongside the caption, “An Advent calendar lineup that doesn’t.”
The retailer even underscored the pricing debacle, writing, “for less than one skimpy calendar, you could take home all six…,” adding, “but hey, less is more… right?”
Screenshot: Aldi InstagramFans couldn’t get enough of Aldi’s clapback, as one wrote, “Wait is Aldi throwing shade lol ?,” as another added, “”skimps” is diabolical.”
“☠️☠️☠️ whoever runs yalls social media give them a raise lmao,” someone else wrote.
And the overall consensus? “I love messy Aldi ?.”
Related: Aldi’s New Signature Advent Calendar Comes With Adorable Mini Store Accessories Fans Will Swoon Over
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