Under The Counter was worried he’d been in a Hogmanay party-induced coma for three months and woken up on 1 April when he heard that Lidl had unveiled a limited-edition gift box of its Cien deodorant range that included a scent inspired by “the eclectic community of Edinburgh’s Leith district”.
This is apparently not a wind-up to rival the discounter’s 2022 April Fool’s launch of a bakery-scented perfume called Eau de Dough, but the real deal.
UTC has seen the box, and it describes the new oxter spray as reflecting “the area’s sense of community spirit and perseverance, with an undercurrent of its industrious roots. Not to forget its artistic flair, fresh sea air, locally baked sourdough, booze-soaked beer mats and friendly dugs aplenty.”
So – to summarise the marketing mince – if you want your pits to smell of hipster bread, stale alcohol and Cocker Spaniels, you’d better get yourself down to Lidl. Right? Wrong.
Only 500 packs were available by means of a prize draw. And, much like every article the Auld Boy taps out with a solitary arthritic finger, you’ve missed the deadline by a mile.
